Need to gauge the impact of New Balance on the global soccer market? Just take a look at the highest profile competitions.
Liverpool played in the UEFA Champions League final, and FC Porto and Sevilla FC reached the knockout stages in New Balance kits. Costa Rica and Panama selected New Balance to make their jerseys for the FIFA World Cup this summer in Russia.
The presence of New Balance — an ascendant player in the market over the past several years — is a testament to the growth of the brand under owner Jim Davis (Newton, Mass.) since he purchased the company back in 1972.
Soccer is just the latest frontier for a manufacturer with deep ties in lacrosse and running. The company’s increasing market share — always a difficult feat to achieve given the prominence of adidas, Nike and Puma in the field — justifies the continued investment at the youth and the professional levels.