New Balance, Inc.
FormerlyNew Balance Arch Support Company and New Balance Athletic Shoe Company
Founded1906; 116 years ago (1906)
FounderWilliam J. Riley
HeadquartersBoston, Massachusetts, U.S.
Key people
Jim Davis (Chairman)
Joe Preston (CEO)[1]
ProductsAthletic shoes, apparel, sportswear, sports equipment
RevenueUS$4.5 billion (2018)[2]
Number of employees
5,497 worldwide (2019)[3]
SubsidiariesWarrior Sports

New Balance (NB) is an American sports footwear and apparel brand that was established in 1906. The brand was originally associated with the New Balance Arch Support Company. Today the brand is associated with New Balance Athletics, Inc., an American multinational corporation and its parent New Balance, Inc., a Jim Davis owned holding company that owns New Balance Athletics, Inc. New Balance Athletics, Inc. and New Balance, Inc. are both based in the same headquarters located in Boston, Massachusetts.

New Balance is one of the world's major sports footwear and apparel manufacturers and maintains a manufacturing presence in the United States, as well as in the United Kingdom for the European market, where they produce some of their most popular models such as the 990 model—in contrast to its competitors, which often manufacture exclusively outside the United States and Europe. New Balance claims to differentiate their products with technical features, such as blended gel inserts, heel counters and a greater selection of sizes, particularly for very narrow or very wide widths. The company has made total profits of approximately $69 billion since 1992.[citation needed]

New Balance is a private owned company. They totaled $4.4 billion in revenue in 2021[4] and are made up of 7,000 employees.[citation needed]


New Balance custom 574 shoe
New Balance custom 574 shoe
New Balance Fuel Core Nitrel trail shoes
New Balance Fuel Core Nitrel trail shoes

In 1906, William J. Riley, an Irish immigrant, founded the New Balance Arch Support Company (registered as New Balance Arch Support Company, Inc. and later registered as New Balance Arch Co., Inc.) in the Boston area, manufacturing arch supports and other accessories designed to improve shoe fit. His first product, a flexible arch support, was designed with three support points to provide greater balance and comfort in the shoe. It is believed that Riley came up with the name "New Balance" by observing chickens in his yard and demonstrated the way his arch supports worked by keeping a chicken foot on his office desk. He explained to customers that the chicken's three-pronged foot resulted in perfect balance. In 1927, Riley hired Arthur Hall to be a salesman. In 1934, Hall became a business partner.[5] The company later on did business under the name New Balance Athletic Shoe Company. In 1956, Hall sold the business to his daughter Eleanor and her husband Paul Kidd.[6]

Eleanor and Paul Kidd continued to sell mainly arch supports until 1960, when they designed and manufactured the "Trackster", the world's first running shoe made with a ripple sole. It was also the first running shoe to come in varying widths. The "Trackster" was given a big boost through the YMCA programs in which it became the unofficial shoe. College track teams such as Massachusetts Institute of Technology (MIT), Tufts University and Boston University adopted the New Balance Trackster for their cross-country teams, soon to be followed by other colleges and private high schools around the country.[5]

In 1970, a new business entity called New Balance Athletic Shoe, Inc. was formed and replaced the original company, this entity would today become known as New Balance Athletics, Inc., beginning in 2015.[7]

Marketing was mostly word-of-mouth or local sports fairs. Sales languished until 1972, when current Chairman Jim Davis bought the company on the day of that year's Boston Marathon. At the time, the company consisted of six people making 30 pairs of shoes daily and selling products mostly through mail-order with a few U.S. retailers. Jim Davis bought the company under a business entity called New Balance, Inc.,[8] this being the third main business entity to use the New Balance name, but the first to be called just New Balance, even though the New Balance trademarks and product lines are associated with the business entity New Balance Athletics, Inc. Jim committed himself to uphold the company's traditional commitment to individual preferences, customer service and quality products. His future wife Anne, who joined the company in 1978, focused on building a distinct culture for New Balance employees and customers. Their timing was perfect, as the Boston area became a center for the running boom that struck the U.S. in the 1970s. Their product line expanded and sales grew rapidly once the shoes made their way to Washington, DC, in the late 1970s and early 1980s. The company prospered, and the Davises looked to expand New Balance into a global company. The company was run by Rob DeMartini for 12 years until 2019 when he left to join USA cycling.[9] DeMartini's background includes Procter & Gamble and Gillette Shave Company. Today, 30 percent of the New Balance shoes sold in the European market are manufactured at the New Balance facility in Flimby, England.[citation needed]

In 2011 New Balance placed its Aravon, Cobb Hill, and Dunham brands under its Drydock Footwear affiliate. In 2015, New Balance's parent, together with Berkshire Partners, bought the Rockport shoe company from the Adidas Group and combined it with Drydock Footwear under the name The Rockport Group, now with the Aravon, Cobb Hill, Dunham, and Rockport brands.[10][11][12] In 2018, The Rockport Group went into bankruptcy and was sold.[13][14]

In February 2015, New Balance announced its entry into the global soccer (association football) market. The company had started its soccer business through its subsidiary Warrior Sports in 2012, punctuated by a $40-million-a-year sponsorship deal with Liverpool, but made the move to rebrand based on the global reach of the parent brand.[15] Later on, the UK High Court rejected the legal filling of New Balance against the Liverpool's UK£70 million+ kit deal with Nike, which come into force in January 2020 and staggered the Manchester United deal with Adidas for £75 million annually.[16][17]

During 2016, New Balance opposed the Trans Pacific Partnership[18][19][20] and condemned the Obama administration's support for it, arguing that it would hurt their domestic shoe manufacturing (while Nike, which does not manufacture in the US, supported the TPP).[21][22] Matt Lebretton, the company's Vice President of public affairs said in April 2016 "I would say that when Hillary Clinton, Bernie Sanders and Donald Trump all agree on something, then it has to be given a closer look; and they all agree that TPP is not the right policy." After Donald Trump won the 2016 U.S. presidential election, Lebretton told a reporter, "The Obama administration turned a deaf ear to us [about trade] and frankly, with President-elect Trump, we feel things are going to move in the right direction." Some news outlets reported that an ad hoc boycott campaign was created out of an interpretation of Lebretton's remarks as supportive of Trump.[23][24][25][26] Owner and Chairman Davis donated almost $400,000 to the Trump Victory Committee in September 2016.[27]

In February 2018, the company signed a sponsorship deal with the New York Mets baseball team.[28] In November, New Balance signed NBA star Kawhi Leonard to an exclusive basketball shoe contract.[29] In December, Chief Commercial Officer Joe Preston succeeded Rob DeMartini as New Balance's president.[1]

In February 2019, the company released its first Kawhi Leonard-signature sneaker, named OMN1S.[29]

In February 2020, the company announced a multi-year sponsorship deal with the NBA, and launched its new line of Kawhi Leonard-signature sneakers, named "KAWHI".[30][31] Also in February, the company launched a FuelCell branded shoe with a carbon plate, after new running guidelines allowing the plates in competitive races were approved.[32]

In March 2020, the company announced that it would be converting some of its manufacturing facilities in New England to produce face masks in response to the COVID-19 pandemic.[33]


New Balance manufactures a range of shoes and apparel for runners, other athletes and non-athletes. The company also collaborates with celebrities to launch branded product lines.

Running shoes

Trail running shoes New Balance v.470
Trail running shoes New Balance v.470

New Balance's running shoes include its Fresh Foam and FuelCell lines, named for the type of foam in their soles.[34][35]

Basketball shoes

The company markets a line of Kawhi Leonard-branded signature basketball shoes. The first version was called OMN1S, and the second version was named "KAWHI".[29][30]

Baseball shoes

New Balance manufactures a line of baseball shoes that are described as a runner's shoe with spikes. The underfoot is designed to relieve spike pressure.[36]

Skateboarding shoes

New Balance Numeric is the company's skateboarding shoe brand, which is distributed by Black Box Distribution, a company founded by professional skateboarder Jamie Thomas.[37] The brand also consists of a sponsored team that is coordinated by professional skateboarder John Rattray.[38] The team includes professional skateboarders PJ Ladd, Tiago Lemos, Arto Saari, Brandon Westgate and Jamie Foy.[39]

Everyday sneakers

The company manufactures the Made in USA line of everyday sneakers known for being manufactured in the United States.[40] It also manufacturers a line called Made by Women, created by women who work at New Balance's design and manufacturing facilities in Massachusetts.[40]


New Balance's athletic apparel includes running caps, athletic socks and water bottles. The company also manufactures a line of everyday apparel including snap button shirt-jackets, windbreakers, long-sleeved shirts and track pants, as well as hoodies, sweaters and sweatpants.[41]

Collaborations and brand ambassadors

The company has launched products in collaboration with apparel company Aimé Leon Dore, NBA star Kawhi Leonard, and British fashion designer Paul Smith.[42] The company's brand ambassadors include Boston Red Sox Shortstop Xander Bogaerts, entertainer Jaden Smith and US Olympic sprinter Sydney McLaughlin.[41][43] In July 2021, it was announced that South Korean superstar IU will be partnering with New Balance as a brand ambassador for its "We Got Now" campaign.[44] In February 2022, during NBA All-Star Weekend, New Balance signed rapper Jack Harlow as a brand ambassador.[45] Harlow is known for frequently wearing New Balance and mentioning the brand in songs.


New Balance maintains a manufacturing presence in the United States, as well as in the United Kingdom for the European market, where they produce some of their most popular models such as the 990 model—in contrast to its competitors, which often manufacture exclusively outside the United States and Europe.[46][47] As a result, New Balance shoes tend to be more expensive than those of many other manufacturers. To offset this pricing difference, New Balance claims to differentiate their products with technical features, such as blended gel inserts, heel counters and a greater selection of sizes, particularly for very narrow or very wide widths.[48] Between 1992 and 2019, the company made approximately $69 billion in profit.[48] In 2017, New Balance's facility in Flimby, England was producing 28,000 pairs of shoes a week.[49]


The company currently owns ice hockey and lacrosse sports equipment manufacturer Warrior Sports and owned the PF Flyers brand of canvas sneakers from 2001 until 2021.[50][51]


New Balance sponsors a variety of sports teams, leagues and individuals. Sponsorships include the New York Road Runners, which organizes the New York City Marathon,[52] the National Basketball Association,[31] major league baseball teams the New York Mets and the Boston Red Sox,[28][53] the Olympic teams of Ireland and Chile at the Rio 2016 Olympics, football national and club teams worldwide, US and European athletics teams, basketball, cricket, cycling, rugby, lacrosse, motorsports, Rugby league, tennis and skateboarding.

Olympic Committees

The company debut on the Olympics stage, dressing the Olympic Council of Ireland and the Chilean Olympic Committee at Rio 2016.

Football national teams


Football club teams



North America

South America



From 2013, New Balance has considerably increased the number of athletes it sponsors. Noticeable athletes signed by the company include Sydney McLaughlin and since 2015, they have sponsored the young rising star Trayvon Bromell. New Balance also sponsors athletics teams such as New Zealand and the Antigua and Barbuda national team.

Australian rules football

Since 2011, New Balance have supplied the official uniforms of the Melbourne Football Club in the AFL, the top league of Australian rules football. The company's other official involvement in the game has also included supplying uniforms for both the St Kilda Football Club and Gold Coast Suns since 2021 while providing supplies for lower level competitions including the VFL and SANFL.

Baseball club teams


The company previously partnered with Matt Bonner of the National Basketball Association (NBA)'s San Antonio Spurs, providing him with shoes over a period of several years. James Worthy from the Los Angeles Lakers also used New Balance shoes. During the 2010–11 NBA season, Bonner was sent a prototype for a signature shoe that he was developing with the brand, but the shoes fell apart at the beginning of the game that he first wore them in. After Bonner was informed that the prototype shoes were not meant to be worn, a representative informed him that New Balance was ceasing its sponsorship of basketball. In 2018, New Balance signed then Toronto Raptors small forward, Kawhi Leonard.



From 2017, New Balance signed a deal with the England & Wales Cricket Board, to become kit supplier to the England teams. New Balance also sponsors the following international cricketers.

Cricket Domestic and Local Teams

Cricket Players


A member key for the New Balance Hubway system in Boston
A member key for the New Balance Hubway system in Boston

Following the official launch in July 2011, New Balance was the primary sponsor of Boston's bike share system, the New Balance Hubway.[57][58] New Balance began a partnership with American professional cycling team EF Education–EasyPost in 2011, providing the team kits as well as their "exclusive off bike athletic footwear" sponsor.[59]


After its merger in 2004 with Warrior Sports New Balance began to produce lacrosse products, which then leads to sponsorships of players. They began with sponsorship of Major League Lacrosse then in 2018 after the Premier Lacrosse League announcement they became official sponsors of many different players.




Rugby League

Rugby Union



U.S. colleges

Water Polo

New Balance Foundation

The New Balance Foundation was established in 1981. The foundation donates to national and Boston-based charitable organizations, and groups that support children and families with a focus on health, nutrition, education and physical activity.[61]

Toning footwear

In 2011, a class action lawsuit was filed against New Balance alleging that the company's toning footwear touts unproven benefits. In support of its claim of false advertising, it cited a University of Wisconsin–La Crosse research study on toning shoes that was funded and published by the American Council on Exercise.[62]

Researchers studying rival toning shoes made by Skechers and Reebok reported that there were no "statistically significant increases in either exercise response or muscle activation" as a result of wearing the toning shoes. There was no statistically significant difference between participants wearing special "toning shoes" and controls wearing normal sneakers. The researchers concluded that there is "simply no evidence to support the claims that these shoes will help wearers exercise more intensely, burn more calories or improve muscle strength and tone." However, it was noted that "These shoes may be encouraging a fair number of people who probably wouldn't put on a normal pair of walking shoes and go out and walk."[63]

In August 2012, New Balance agreed to pay $2.3 million to settle false advertising claims.[62]


  1. ^ a b "New Balance introduces new CEO: Joe Preston succeeds Rob DeMartini". November 17, 2018. Retrieved April 30, 2020.
  2. ^ "Forbes New Balance Profile". Forbes. Retrieved January 13, 2017.
  3. ^ "New Balance Company Profile". Craft. Retrieved August 30, 2019.
  4. ^ Staff, Jon Chesto Globe; March 28, Updated; 2022; Comments, 5:08 p m Share on Facebook Share on TwitterView. "Fast times for New Balance: New Methuen plant to employ 200 by year's end on strong demand - The Boston Globe". Retrieved April 26, 2022. ((cite web)): |first4= has generic name (help)CS1 maint: numeric names: authors list (link)
  5. ^ a b Enduring Performance: The New Balance Story
  6. ^ "The History of New Balance Athletics". What's Good?. Archived from the original on January 4, 2018.
  7. ^ Balance Athletics, Inc. entity incorporation
  8. ^ Balance, Inc. entity incorporation
  9. ^ "DeMartini named as new chief executive of USA Cycling".
  10. ^ Eric Convey. "Rockport is a Massachusetts shoe company again". Boston Business Journal.
  11. ^ "Can Cobb Hill, Aravon, And Dunham Products Still Be Purchased?".
  12. ^ "Berkshire Partners and New Balance to Acquire The Rockport Company". Business Wire. January 23, 2015. Retrieved March 25, 2022.
  13. ^ Nanos, Janelle (May 14, 2018). "Shoemaker Rockport files for bankruptcy protection". The Boston Globe. Retrieved May 14, 2018.
  14. ^ "2 LI shoe stores close in parent's bankruptcy".
  15. ^ Stock, Kyle (February 4, 2015). "New Balance Goes on Offense, Slides Into Soccer". Bloomberg Business. Retrieved February 4, 2015.
  16. ^ "New Balance to take Liverpool to court in kit deal row". September 24, 2019. Retrieved April 23, 2021.
  17. ^ "Liverpool seal £70m+ kit deal with Nike". January 7, 2020. Retrieved April 23, 2021.
  18. ^ Writer, Doug Harlow Staff (April 12, 2016). "New Balance blasts Obama administration over trade pact, broken promise". New Balance is "coming out against TPP after remaining neutral and quiet for about a year on the issue," LeBretton said in a telephone interview. "This administration has failed to provide a pathway that allows us to be confident that our government will take the steps to ensure our continued domestic operations and the growth in those operations. I would say that when Hillary Clinton, Bernie Sanders and Donald Trump all agree on something, then it has to be given a closer look; and they all agree that TPP is not the right policy," he said.
  19. ^ "New Balance ends silence, criticizes Asian trade deal and rebukes military for order delay - The Portland Press Herald". April 13, 2016.
  20. ^ Jon Chesto (April 12, 2016). "New Balance says Obama administration reneged on a deal involving military business". The Boston Globe. New Balance is reviving its fight against the trade deal, which would, in part, gradually phase out tariffs on shoes made in Vietnam. A loss of those tariffs, the company says, would make imports cheaper and jeopardize its factory jobs in New England.
  21. ^ "Did Administration Offer New Balance A Big Contract For TPP Silence?".
  22. ^ "The Trump-Era Corporate Boycott". The New Yorker. January 2, 2017.
  23. ^ Germano, Sara (November 11, 2016). "New Balance Faces Social Media Backlash After Welcoming Trump". Wall Street Journal. ISSN 0099-9660. Retrieved November 12, 2016.
  24. ^ "People are trashing New Balance sneakers after the company's apparent pro-Trump comments". November 10, 2016. Retrieved November 12, 2016.
  25. ^ "This is why people are lighting their New Balance shoes on fire". NBC News. Retrieved November 12, 2016.
  26. ^ "Our New President Just Got His First Sneaker Endorsement (Update)". GQ. November 9, 2016. Retrieved November 14, 2016.
  27. ^ O'Sullivan, Jim (January 13, 2017). "New Balance founder gave nearly $400,000 to Trump". Boston Globe. Retrieved January 21, 2017.
  28. ^ a b "Mets sign New Balance, Mr. and Mrs. Met getting new kicks". New York Business Journal. February 27, 2018. Retrieved May 1, 2020.
  29. ^ a b c "Kawhi Leonard's First New Balance Shoe Has A Lot Riding On It". GQ. February 18, 2019. Retrieved May 1, 2020.
  30. ^ a b "New Balance Unveils Kawhi Leonard's First Signature Shoe". HYPEBEAST. May 1, 2020. Retrieved May 1, 2020.
  31. ^ a b "New Balance and NBA announce multi-year global deal". SportBusiness. May 1, 2020. Retrieved May 1, 2020.
  32. ^ "First Look: New Balance FuelCell TC". Runners World. February 16, 2020. Retrieved May 1, 2020.
  33. ^ "New Balance is working to manufacture facial masks during coronavirus pandemic". Boston Globe. March 28, 2020. Retrieved May 7, 2020.
  34. ^ "New Balance Introduces Light Yet 'Plush' Running Shoe". Runners World. August 1, 2013. Retrieved April 30, 2020.
  35. ^ "New Balance Launches the FuelCell 5280, a Racing Flat for the Road Mile". Runners World. September 4, 2019. Retrieved May 1, 2020.
  36. ^ "New Balance Baseball: Behind the Cleats". Stack. February 15, 2015. Retrieved May 1, 2020.
  37. ^ Aaron Hope (December 10, 2012). "New Balance Announces "Numeric" Skateboarding Line". TransWorld Business. Sneaker News. Retrieved May 1, 2020.
  38. ^ Blair Alley (August 10, 2013). "Interview: Tyler Surrey & Jordan Taylor On New Balance Numeric". TransWorld Skateboarding. Grind Media. Retrieved April 30, 2020.
  39. ^ "New Balance Numeric Welcomes Jamie Foy". Dew Tour. October 18, 2018. Retrieved July 1, 2020.
  40. ^ a b "New Balance Reveals Its First-Ever Made by Women Collection — and It's In Stores Now". Footwear News. August 10, 2013. Retrieved April 30, 2020.
  41. ^ a b "New Balance Reveals Its First-Ever Made by Women Collection — and It's In Stores Now". Hypebeast. May 1, 2020. Retrieved April 7, 2020.
  42. ^ "New Balance Celebrates 30 Years of the 576 With Paul Smith Collaboration". Hypebeast. June 5, 2018. Retrieved May 5, 2020.
  43. ^ "Jaden Smith Stars in New Balance Campaign, "Runs in the Family"". Teen Vogue. July 18, 2019. Retrieved April 30, 2020.
  44. ^ Teo, Claire (July 21, 2021). "K-Pop Singer IU is New Balance's Latest Brand Ambassador". Tatler Singapore. Retrieved July 21, 2021.
  45. ^ "Jack Harlow Signs with New Balance". Sneaker Freaker. Retrieved March 2, 2022.
  46. ^ "New Balance 990 Series: Pioneering Perfection". Sneaker Freaker. May 25, 2017. Retrieved April 30, 2020.
  47. ^ "New Balance: The US company shaking up the sneakernomics". CNBC. June 9, 2015. Retrieved April 30, 2020.
  48. ^ a b "Made in Maine: New Balance supports soles, souls". Press Herald. May 23, 2019. Retrieved April 30, 2020.
  49. ^ "A Look Inside New Balance's UK Flimby Factory". High Snobiety. July 7, 2017. Retrieved May 1, 2020.
  50. ^ "New Balance shoes relaunches classic PF Flyers brand". Deseret News. March 18, 2003. Retrieved May 1, 2020.
  51. ^ "New Balance, Seeking Growth, Purchases Warrior Lacrosse". Wall Street Journal. February 2, 2004. Retrieved May 1, 2020.
  52. ^ "New Balance Signs 10-Year Deal With New York Road Runners". Podium Runner. December 8, 2015. Retrieved April 30, 2020.
  53. ^ "Boston Red Sox announce new deals". Sports Pro Media. April 5, 2011. Retrieved May 1, 2020.
  54. ^ "Report: Kawhi Leonard Agrees to Multiyear Endorsement Deal With New Balance".
  55. ^ "Dejounte Murray signs shoe endorsement deal with New Balance |". Retrieved July 21, 2020.
  56. ^ "Darius Bazley won't consider leaving New Balance after contract ends". The Rookie Wire. August 29, 2019. Retrieved July 21, 2020.
  57. ^ "Mayor Menino Launches New Balance Hubway Bike Share System". City of City of Boston. July 28, 2011. Retrieved August 23, 2014.
  58. ^ "Partners". The Hubway. The City of Boston. 2014. Retrieved August 23, 2014.
  59. ^ "new balance expands pro cycling sponsorship with team garmin-sharp". New Balance Canada, Inc. January 9, 2014. Retrieved March 4, 2015.
  60. ^ "New Balance". Sauber Group. Retrieved May 5, 2020.
  61. ^ "New Balance Foundation pledges $2M for COVID-19 response". Boston Business Journal. March 24, 2020. Retrieved May 1, 2020.
  62. ^ a b "New Balance Pays Fat Settlement In Toning Shoes Lawsuit To People It Did Not Slim". Huffington Post. August 29, 2012. Retrieved May 1, 2020.
  63. ^ John Parcari, Ph.D.; Mark Anders; John Greany, Ph.D; Stephanie Tepper, M.S.; Brian Edmonson, B.S.; Carl Foster, Ph.D. "Will Toning Shoes Really Give You A Better Body?" (PDF). Retrieved January 12, 2016.