New Balance revealed on Thursday that sales in 2025 jumped 19 percent over the previous year, pulling in $9.2 billion in sales as the brand posted its fifth consecutive year of double-digit growth globally.
North American and European segments led the charge as the company showed confidence that it can push past $10 billion in annual global sales while president and CEO Joe Preston noted that its global apparel and owned retail both surpassed $1 billion for the first time.
“We strengthened our focus on delivering best-in-class consumer experiences with our global key accounts, independent specialty retailers, and our direct-to-consumer business,” Preston said. “With record setting results in nearly every region, our brand’s North American and European regions saw exceptional growth – achieving 20+% and 30+% YOY respectively.”
The privately-owned brand has seen a meteoric rise in sales since 2020 at 180 percent and thrived against major competitors like Nike while taking on new rivals in the performance footwear market. New Balance, along with Brooks, On and Hoka found inroads with customers during the Covid-19 pandemic and appealed to the growing lifestyle segment.
But New Balance also continued to bet on its retro-flavored shoes like the 574, 2002R, 1906R, 550 and 327 as the heritage models have drawn consumers eager to incorporate the brand’s footwear as fashion staples.
“Our footwear and apparel products continued to deliver across lifestyle and performance, consistently meeting and exceeding consumer expectations,” Preston said. “We launched our Asia Design Studio to unify our lifestyle apparel teams across Tokyo, Shanghai, and Seoul and deepen our connection with our global consumers.”
A well-curated roster of high performing athletes have also kept New Balance closely on par with rivals as Sydney McLaughlin-Levrone, Coco Gauff, Shohei Ohtani, Gabby Thomas, Cooper Flagg and teen phenom Quincy Wilson have thrived in their respective sports — but leaned into the kind of organic popularity that goes well beyond marketing.
McLaughlin-Levrone had a busy 2025 that saw her move to the 400m, break the American record in the distance and later win a world championship, while Gauff rose to victory in the French Open last June, Ohtani pulled in another National League MVP and second straight World Series with the Dodgers and Flagg was the the top draft pick in NBA Draft.
New Balance targeted 2025 as a moment to push forward across the board as 80 new retail locations were opened and extending the brand’s footprint at a time when raking in younger customers is an essential priority.
“We continued record investments across our digital capabilities, brand campaigns, and commitment to domestic manufacturing,” Preston said. “Last fall, we celebrated the opening of our expanded Central Maine MADE factory in Skowhegan and began piloting production at our new advanced manufacturing facility in Londonderry, New Hampshire. Our state-of-the-art distribution center opened in Salt Lake City, featuring cutting-edge technology that reflects our commitment to operational excellence and customer service.”
