Problem: People Treat Sneakers Like Fast Fashion: Buy Often, Wear Hard, Then Throw Them Away. Insight: If A Pair Of Shoes Lasts Long Enough And Witnesses Enough Life, They Can Feel Like An Heirloom, Too. Idea: New Balance Turns Its Most Durable Sneaker Into Something People Legally Leave Behind. Through A Simple Microsite, Owners Of NB 998s Can Officially “Add Them To The Will,” Name A Future Heir And Order A Free Cleaning And Restoration Service. Each Pair Returns In An Heirloom-Style Box With A Certificate Of Transfer That Prepares It For The Next Generation.