New Balance Mission Statement

Company: New Balance Athletics, Inc.
CEO: Joe Preston
Year founded: 1906
Headquarters: Boston, Massachusetts, USA
Number of Employees: 9,000
Type: Private
Annual Revenue (2024): $7.8 Billion

Products & Services: Sneakers | Shoes | Sandals | Lifestyle & Fitness Apparel | Sports Equipment

Did you know? Founder William Riley conceived the name New Balance after observing chickens and their three-pronged feet, which he believed represented perfect balance.

New Balance is one of the world’s prominent sports footwear and apparel manufacturers. The Boston-based company was founded in 1906 by William Riley to produce arch supports and orthopedic shoes. It switched focus to specialize in sports footwear and fitness clothing. New Balance’s mission, values, and sustainability goals drive growth and success. In Feb 2024, New Balance announced a multi-year sponsorship deal with Bayer 04 Leverkusen. This agreement with the reigning Bundesliga Champions allows the company to market its shoes and apparel to German football fans. New Balance will also equip Bayer 04 Leverkusen’s track and field department. [1]

New Balance is a household name in the global sports industry. It owns five athletic footwear factories in New England and one manufacturing plant in Flimby, UK. In 2024, New Balance generated $7.8 billion in global annual sales, up 20% from $6.5 billion in 2023. “This is the fourth consecutive year that we’ve had over 20% growth in sales,” said CEO Preston. [2]

To understand why New Balance is thriving, here is a comprehensive analysis of its mission statement, values, and sustainability goals:

New Balance’s Mission Statement

To create quality products for our athletes and customers, provide a safe and respectful environment for our associates, and give back to the communities we live and work in.

New Balance states, “Our Mission drives how we work and where we focus. We have always been committed to creating quality products for our athletes and customers, providing a safe and respectful environment for our associates, and giving back to the communities we live and work in.” [3]

New Balance’s mission statement is enriched by its Purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities worldwide. [4]

Here is our analysis of New Balance’s mission statement:

1. Create quality products

New Balance seeks to produce high-quality shoes and apparel for athletes and casual wearers. This mission guided the company long before it became a global sports footwear brand. In 1927, the founder hired Arthur Hall, a traveling salesman, to pitch his New Balance Arch Support product. The product’s quality and comfort enticed people who work on their feet all day, including retail workers and first responders.

New Balance has prioritized product quality since becoming a global shoe and clothing brand. Several New Balance sneaker models received acclaim throughout the 1980s and ‘90s. For example, President Bill Clinton wore the 1500 during his runs. The 1988 574 sneakers became an iconic lifestyle shoe thanks to its quality, comfort, support, and walkability. In the early 2000s, New Balance’s 991 model was Apple CEO Steve Jobs’ favorite footwear. Today’s A-list professional athletes like US Open champion Coco Gauff and top American tennis player Tommy Paul have endorsed the company’s apparel and shoes for their quality. [5]

2. Provide a safe and respectful workplace

New Balance strives to provide a safe and respectful work environment. The company believes its people are its lifeblood and nurtures an inclusive workplace where all employees are treated with dignity and respect. This mission is reinforced by labor rights and covers the brand’s suppliers. In 2024, New Balance’s global Tier 1 supply chain had over 185,000 workers. The brand engages its suppliers to ensure employees work in a safe, and secure healthly environment and earn a fair wage. About 15% of New Balance’s suppliers had independent, democratically elected unions as of 2022. These unions protect employees’ right to be heard and promote the best labor practices. They ensure the company and its suppliers provide a safe work environment. [6]

3. Give back to communities

New Balance is committed to supporting the communities where it operates. The company fulfills this mission through the New Balance Foundation and in-house initiatives. Since 1981, the New Balance Foundation has helped young people achieve their goals by offering grants focused on community-led, outcomes-driven programs. These initiatives promote access to sport, educational support, career readiness, and overall well-being. In 2024, the foundation donated over $12 million to 90 non-profits. It has granted over $150 million to trailblazing non-profits globally since its founding. [7]

New Balance strives to help communities affected by disasters. For example, the company donated footwear and apparel to non-profit organizations to disseminate to individuals and families impacted by the devastating wildfires in Southern California. Its foundation pledged $2 million in charitable grants to support relief efforts and community rebuilding. The brand donated $500,000 to The American Red Cross and $500,000 to World Central Kitchen. It will allocate $1 million in grants to local non-profit organizations addressing the unique challenges of rebuilding LA communities in 2025. [8]

4. Empower people through sport and craftsmanship

New Balance aims to leverage sports and craftsmanship to empower people. It believes sport is a powerful driver of change because it promotes societal inclusion, challenges stereotypes, and cultivates collective action. The company strives to unite people across borders through sports. In 2020, New Balance partnered with Foot Locker and Pensole to create a Co-op program on footwear and apparel design, color and materials, and brand marketing. It awards 1-year internships annually to leading students.

New Balance believes humanity wins when everyone has access to opportunities. The brand offers scholarships to support Black fashion and footwear students. It also strives to empower the LGBTQIA+ community. In 2022, the company donated $600,000 to support GLSEN’s Changing the Game initiative and help over 1 million students from 2022 through 2025. The program promotes acceptance of LGBTQIA+ youth in athletics through education and sports guidance. [9]

Checkout: Largest American Footwear Companies by Revenue

New Balance’s Values

New Balance values integrity, teamwork, and customer satisfaction. These elements are the foundation of the company’s culture and operations. They guide everything the brand and its employees do. [10]

How does New Balance live by its values?

Integrity: New Balance emphasizes honesty and ethical behavior in all operations. The brand values integrity because how it does business is more important than the results. This value is crucial as the company expands globally across regions and through multiple cultures. For example, New Balance opened its new flagship store in Dubai in 2021. It engaged locals and operated with integrity to accelerate its DTC expansion in the MENA region. [11]

Teamwork: New Balance is committed to fostering collaboration and a sense of unity. The company values teamwork because it catalyzes business growth. It partners with athletes and designers to deliver unique products to the market. For example, New Balance collaborated with tennis sensation Coco Gauff to create the Coco Delray tennis shoe. They launched the new model in Mar 2025, expanding the brand’s tennis offering for everyday players. [12]

Customer Satisfaction: New Balance prioritizes customers’ needs and experiences. Its team members ensure they are at their best for all clients, enhancing customer satisfaction. In Dec 2024, New Balance won the Company of the Year Award at the 38th FN Achievement Awards. The brand earned this award partly because it prioritizes customer satisfaction. New Balance opened 72 new stores and renovated 43 locations in 2024. Its traffic, conversion, and consumer sentiment indicators improved after renovating its store fleet. “Our brick-and-mortar retail locations need to be a physical manifestation of our brand,” said Chris Davis, CMO at New Balance. [13]

Checkout: Top-footwear-companies-in-the-world-by-revenue

New Balance’s Sustainability Goals

New Balance strives to do the right thing for people and the planet. The company has set ambitious sustainability targets to protect the environment and drive meaningful change in communities worldwide. Its sustainability goals include:

Reduction in Scope 1 and 2 emissions by 60% by 2030 from its 2019 baseline.
Reduce Scope 3 emissions by 50% by 2030 from its 2019 baseline.
Source 100% preferred polyester, with 25% recycled fibers from textile waste by 2030.
Ensure 100% of its leather is chrome-free, regenerative, or low-emission by 2030.
Use 80% preferred midsole and 90% preferred outsole compounds by 2030.
Achieve zero waste to landfill in its footwear factories and source 100% renewable electricity for owned operations by 2025.
Eliminate the usage and discharge of hazardous chemicals by 2025.
Ensure 100% of Tier 1 supply chain workers have access to a workplace engagement program by 2027.
Provide training and education programs for personal and career development to 100,000 women workers in its Tier 1 supply chain by 2027. [14]

How is New Balance progressing on its sustainability goals?

New Balance has 6 sustainability priorities. The company seeks to cultivate an inclusive and diverse workplace, ensure fair and decent work in its supply chain, and advance child health through sports. It also aims to address the climate crisis, protect water sources, and build a circular economy. In 2023, New Balance had reduced its Scope 1 and 2 emissions by 59% from the 2019 baseline. The brand is only 1% away from its 2030 goal of 60% reduction.

New Balance is committed to building a sustainable business that protects the environment and empowers people and communities. The company reduced its Scope 3 emissions by 3%, sourced 90% renewable electricity for owned operations, and diverted 70% of waste from landfills in 2023. It hit 56% recycled polyester in 2023, surpassing its 50% goal for 2025. In 2024, New Balance set a new goal to source 100% preferred polyester by 2030. The company reduced its use and discharge of hazardous chemicals by 87% and enrolled 26% of Tier 1 supply chain workers into workplace engagement programs. It has also provided personal and career development training and education to 11,000 women workers in its Tier 1 supply chain. [15]