Problem People treat sneakers like fast fashion: buy often, wear hard, then throw them away. Even when a pair survives for years, it is rarely repaired, passed on, or seen as something worth keeping. That means even well-made shoes end up in a landfill instead of carrying their stories forward. Insight The things we protect in a will are not the most expensive, but the ones that carry our stories. A watch, a record player, a jacket from a big life moment. If a pair of shoes lasts long enough and witnesses enough life, it can feel like an heirloom, too. When something is good enough to put in your will, it is too meaningful to ever become waste. Idea Add It To The Will 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.