New Balance, a private Boston-based
company, is known for chunky, slightly retro style running shoes but they are
now gearing up to become more meaningful in the world of sports. Pushing well
beyond running, they are making a significant push into the soccer market. The
company appears to be lining up 10 of the world’s top soccer athletes and with
the intent to beat Nike and Adidas to a share of this important market.
In August it emerged that Warrior Football was set to be
re-branded as New Balance, its parent company. I believe this starts next
season. Not only was this announcement significant for the likes of Liverpool,
Sevilla, and Porto, who have their kits manufactured by Warrior, but also for
the players wearing Warrior boots.
Privately-held New Balance announced plans to enter the
soccer market in simultaneous star-studded events in New York and London,
featuring Arsenal midfielder Aaron Ramsey in London and Costa Rican
footballer and Vancouver Whitecap Kendall Watson in New York. Other new
additions to the New Balance soccer roster include Adnan Januzaj, Jesus Navas,
Fernando Reges, Samir Nasri and Álvaro Negredo. New Balance’s move has been
rumored for months with Ramsey sporting a whiteout version of the new boots and
later a pair with the New Balance logo added.
Because they are a private company, New Balance doesn’t have
to share many financials statement, but its annual sales have been reported
close to $3 billion. Nike, by comparison, spent roughly that amount last year
just to make ads and sponsor athletes.
In addition to celebrity endorsements, New Balance also hopes
to win over athletes by making shoes in different widths. The strategy requires
a good deal of costly manufacturing and extra inventory, but it has paid off for
the company in running shoes. They are betting that it will pay off for soccer
fans as well.
You can learn more from the article New
Balance Set to Sign Multiple Soccer Stars.
Learn more about
New Balance here on the Apparel Search fashion guide.
It doesn’t matter if you prefer to say Fútbol or soccer.
Either way, you will probably like the New Balance soccer shoes.
If you are interested you can check out my previous blog post about New Balance Assembled in NYC at the Fashion Industry Network. I am not sure where they manufacturer the cleats and other athletic shoes used by soccer players.