New Balance

New Balance Athletics, Inc.
	File:New Balance logo.svg Logo used since 2019
Company type	Private
Industry	Sportswear, footwear, apparel manufacturing
Founded	January 1, 1906; 120 years ago in Boston, Massachusetts, United States
Founder	William J. Riley
Headquarters	Boston, United States
Area served	Worldwide
Key people	Jim Davis (Owner and Chairman), Joe Preston (President)
Products	Sports footwear, apparel
Owner	Jim Davis (private ownership)
Parent	None
Website	www.newbalance.com

New Balance Athletics, Inc. (commonly known as New Balance, or NB) is a prominent international manufacturer specializing in sports footwear and apparel, with its headquarters located in Boston, Massachusetts. Established in 1906 by Irish immigrant William J. Riley under the name New Balance Arch Support Company, the business originally concentrated on producing arch supports aimed at enhancing shoe fit.

The company continues to operate manufacturing facilities within the United States and the United Kingdom, catering to the European market through selected product lines. New Balance distinguishes itself by incorporating advanced features such as gel cushioning, reinforced heel counters, and offering an extensive size range including both narrow and wide options. As a privately owned entity, New Balance reported revenues totaling $6.5 billion in 2023.

20th century

William J. Riley founded the company in 1906, initially creating arch supports featuring a distinctive three-point design to improve balance. The brand name "New Balance" was inspired by the observation of chickens’ three-toed feet, symbolizing stability. In 1927, Arthur Hall joined as a salesman and later became a partner in 1934. By the 1930s, New Balance had earned recognition among baseball and track athletes for its specialized footwear offerings.

Ownership transferred in 1956 to Eleanor Hall, Arthur’s daughter, and her husband Paul Kidd. Their focus remained on arch supports until 1960 when they introduced the "Trackster," the first running shoe offered in multiple widths. The Trackster gained popularity through YMCA programs and collegiate cross-country teams such as those at MIT and Boston University, expanding brand awareness primarily through word-of-mouth referrals.

Sales were modest until 1972 when entrepreneur Jim Davis purchased the company at age 28, identifying leisure footwear as a promising growth sector. At that time, New Balance employed six people who produced approximately 30 pairs daily, primarily through mail order and limited retail outlets. The running boom of the 1970s in Boston accelerated growth and product development. In 1982, New Balance established a manufacturing plant in Workington, UK, which later relocated to Flimby in 1991 to better serve European markets.

21st century

In 2001, New Balance acquired the canvas sneaker brand PF Flyers and revived it in 2003. The following year, it purchased Warrior Lacrosse based in Warren, Michigan—now operating as Warrior Sports. By 2011, New Balance consolidated its Aravon, Cobb Hill, and Dunham brands under the Drydock Footwear division. In 2015, alongside Berkshire Partners, New Balance acquired the Rockport brand from Adidas and merged it with Drydock Footwear to create The Rockport Group, which included Aravon, Cobb Hill, Dunham, and Rockport labels. However, The Rockport Group filed for bankruptcy in 2018 and was subsequently sold.

In February 2015, New Balance expanded its presence in global soccer by leveraging its subsidiary Warrior Sports’ $40-million annual sponsorship deal with Liverpool F.C.. Soccer products were rebranded under the New Balance name to capitalize on its worldwide recognition. Nonetheless, a UK High Court dismissed New Balance's legal attempt to challenge Liverpool’s £70 million kit contract with Nike commencing in 2020.

In 2016, New Balance publicly opposed the Trans Pacific Partnership, citing concerns that the trade agreement would jeopardize its domestic manufacturing advantage—a key competitive factor within the U.S.—while competitors such as Nike supported it. Vice President of Public Affairs Matt Lebretton highlighted bipartisan resistance to TPP among influential lawmakers. After Donald Trump’s election victory in 2016, Lebretton expressed hope for trade policies favoring domestic production. This position triggered social media backlash and calls for boycotts. Owner and Chairman Jim Davis contributed nearly $400,000 to the Trump Victory Committee during that election cycle.

In December 2018, Joe Preston took over from Rob DeMartini as president of New Balance. In response to the COVID-19 pandemic in March 2020, New Balance repurposed some of its manufacturing capacity in New England to produce face masks.

In April 2021, Teddy Santis—founder of lifestyle label Aimé Leon Dore—was named creative director of New Balance’s premium sneaker collection, underscoring the company’s commitment to design innovation and expanding market presence.

Products and operations

New Balance offers a wide variety of footwear and apparel, operating manufacturing sites in both the United States and the United Kingdom to cater to the European market. Unlike many rivals that outsource production abroad, New Balance notably produces flagship models such as the 990 series domestically. This approach underpins a premium pricing strategy supported by advanced product features, including hybrid gel cushioning, reinforced heel counters, and an extensive selection of sizes that accommodate narrow to wide widths. From 1992 through 2019, the company amassed around $69 billion in profits. In 2017, its Flimby factory in England was responsible for producing 28,000 pairs per week, representing 5% of sales across Europe.

Sponsorships and collaborations

New Balance maintains sponsorships with a variety of sports organizations and events, such as the New York Road Runners, which organizes the New York City Marathon, the National Basketball Association (NBA), Major League Baseball franchises including the New York Mets and Boston Red Sox, as well as Team Ireland during the Rio 2016 Olympics. Its sponsorship network extends internationally across football clubs, athletics teams in the US and Europe, and athletes competing in basketball, baseball, cricket, cycling, tennis, rugby, lacrosse, motorsports, and skateboarding.

The brand has collaborated with partners like apparel label Aimé Leon Dore, NBA athlete Kawhi Leonard, and British fashion designer Paul Smith. In 2025, New Balance introduced a limited-edition T-shirt collection crafted from Japanese cotton in partnership with Shohei Ohtani, emphasizing artisanal quality and cultural significance.

New Balance Foundation

Founded in 1981, the New Balance Foundation dedicates its support to charitable organizations at both national and Boston local levels that focus on promoting health, nutrition, education, and physical activity for children and families.

Sustainability

Committed to the Science Based Targets initiative, New Balance aims to restrict global temperature rise to 1.5°C while achieving full reliance on renewable electricity within its operations by 2025. In February 2024, the company unveiled 'Reconsidered,' a resale initiative offering pre-owned shoes through its online platform to bolster its sustainability agenda and strengthen market presence.

Toning footwear

In 2011, New Balance was subject to a class action lawsuit regarding claims about the benefits of its toning shoes. Studies examining similar products from competitors revealed no meaningful enhancements in exercise outcomes or muscle activation. The following year, New Balance agreed to a $2.3 million settlement over false advertising allegations, highlighting challenges related to marketing practices and regulatory adherence.

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