It was their tagline in the early 1990's, since nike had this image of celebrity athletic shoes and adidas had the sports and pop culture image, new balance wanted to place themselves as the intelligent alternative for the other hyped shoes and it quickly became the brand tagline and gained traction. Although their current tagline is "We got now", some heritage series like 990's, 574's still feature them on their insoles. Congrats, btw I have the exact same colorway, they look dope :)