"New Balance is one of the world's fastest-growing sports brands. It has already taken a chunk out of Nike's trainers market worldwide with reported growth 19% in 2025 with revenue of over $9bn, according to figures in CNBC. It is now targeting the world of football and the brand that once adorned the shirts of then Premier League champions Liverpool is increasingly popular with some of the game's best players."
"Unlike Nike and Adidas, New Balance is taking a different approach to football boots. While Saka has had his own special edition signature Furon boots, New Balance boots are more grounded than the garish designs of its rivals. All three of the New Balance range come in classic black colourway, a traditional option that all but died out in the modern game as footballers chose pink, yellow and other bright colours."
"New Balance has already signed up Arsenal superstars Bukayo Saka and Eberechi Eze. Brazilian and Real Madrid attacker Endrick, and Liverpool's Jeremie Frimpong also wear New Balance boots. The new surge in footballer sign ups follows Sadio Mane, who was the only top footballer to wear the brand when he won the title with Liverpool in 2019."
Nike and Adidas have long dominated professional football through kit sponsorships and player endorsements. New Balance, a rapidly growing sports brand with 19% growth and over $9 billion in revenue, is now entering the football market as a significant challenger. The brand has secured partnerships with elite players including Bukayo Saka, Eberechi Eze, Endrick, and Jeremie Frimpong. New Balance differentiates itself through a distinctive approach to boot design, offering classic black colorways instead of the bright pink, yellow, and other vibrant colors favored by Nike and Adidas. This retro aesthetic makes players wearing New Balance boots visually distinctive on the pitch, representing a strategic departure from mainstream football boot design trends.
#sports-marketing #football-boot-industry #brand-competition #new-balance-strategy #player-endorsements
Read at Football365
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