New Balance will work mainly with the chains of JJB Sports and DW Sports, with specific in-store displays and advertising in women’s magazines, as it introduces its first two models of toning walking shoes in the U.K. and the rest of Europe in the third quarter of this year, half a year after their introduction at selected retailers in the U.S. A couple of running and walking specialists in France and the Netherlands have also ordered the two models. Décathon has bought a little volume for a test. DW Sports is a British chain of about 50 sporting stores linked with fitness centers that is being developed by David Whelan, founder of JJB, after acquiring many of them from JJB. Available in multiple widths, the toning shoes of New Balance target the working woman. They feature nice aesthetics and a special “balanced board technology,” developed with a biomechanics laboratory in the U.S. and called “True Balance” by the company.