New Balance announced on Thursday that it has named Tracy Knauer as its senior vice president of North America.
Knauer was previously the sportswear maker’s VP of marketing for the region and will be part of the leadership effort that oversees on of the company’s major regional strongholds.
“Tracy is an experienced industry leader with a deep understanding of our business, our brand and our consumer,” Joe Preston, New Balance president and CEO said. “She is a talented and team-focused executive who embraces our brand’s core values and will drive continued momentum for our North American region.”
Knauer joined the brand in 2005 and held several roles in marketing, sales, product, and in the company’s direct-to-consumer business.
“I’m excited to take on this role that reflects my strong commitment to New Balance and our valued partners in the region,” says Knauer. “We have an incredible North American team and together we will continue to drive meaningful growth, innovation and opportunity for the brand and the business.”
The appointment of Knauer comes at a time when New Balance is riding a surge that saw a 19 percent boost on $9.2 billion in sales in 2025. North America was pivotal to the brand’s growth last year and Preston is confident the company can push past $10 billion in annual global sales.
“We continued record investments across our digital capabilities, brand campaigns, and commitment to domestic manufacturing,” Preston said in the brand’s report announcing 2025’s robust sales.
