Q: Wherst Flimby? A: In Cumbria, North West England - home of New Balance
FACTOID: As the crow flies, the distance between our factory in Flimby, Cumbria and our USA sister factory in Lawrence, MA is 3065 miles.

Creative Direction / Content / Design

Justin Day is creative director at Canoe Creative based in London. Busy most of the time on a variety of brands, he took great pride in developing this project with Percy and Michael, so much so you’ll never find him out of his 576 Lake District Pack found in the bottom of a sample box in the Vault. www.canoeinc.com

Photography / Multimedia

Percy Dean is an editorial/documentary photographer and filmmaker based in the North of England. He brings a special eye to the project and love for getting under the skin of individuals and the places he explores with his lens. He’s also known throughout the factory as the soft mellow Merseysider, turned cage fighter with a 17 second knockout record. Stand back please. www.percydean.com

Hear what Percy had to say about his time in Flimby…

Project Manager

Michael Clarke is EMEA Marketing Executive at New Balance and without Michael this site wouldn’t exist. Holding the purse strings and having the foresight to create a piece of work New Balance can grow and develop into something beautiful. Three cheers!

And Thanks to:

We’d like to thank all the people of Flimby, Cockermouth, Maryport and surrounding areas for supporting us and putting up with us while setting up lights, stopping traffic and getting in their way. Thanks to all our staff at the factory, and especially to the team who gave us their time and very personal stories. Without you this never would have been possible. Thanks also to Lucy Hardy at West Cumbria Tourism. Big props to our techs too – Stephan Fowler and Jon Heslop. Cheers Fellas.


We take the theft of our original work very seriously and would draw to your attention it is protected under UK copyright law. Please note we always sue for compensation if any part of our website, designs, photography or seo whether text or images, are found being used without prior authorisation in writing. All applications to .

Where we live

Flimby, Workington, Maryport and the West Lakes.

See here »