New Balance reported record global sales of $9.2 billion for 2025. This represents a 19% increase year-over-year, marking the brand’s fifth consecutive year of double-digit growth.
Since 2020, New Balance has increased its total revenue by a staggering 180%, positioning it as a major threat to traditional industry leaders like Nike and Adidas.
2025 Financial Performance: Key Milestones
For the first time in its 120-year history, the company crossed critical revenue thresholds in several high-growth categories.
- Regional Dominance: * North America: Grew 20%+ year-over-year.
- Europe: Saw an exceptional 30%+ surge in sales.
- Segment Records: * Apparel: The global apparel business surpassed $1 billion for the first time.
- Owned Retail: The company’s direct-to-consumer (DTC) stores also crossed the $1 billion mark.
- $10 Billion Target: CEO Joe Preston stated the brand is now on a clear path to becoming a $10 billion brand by the end of 2026.
Strategic Drivers of Growth
New Balance’s “underdog” strategy focused on premium positioning and product innovation while competitors struggled with inventory and retail partnerships.
| Strategy | Implementation in 2025 |
| Premium Positioning | Focused on “heritage” classics and high-quality ‘Made in USA/UK’ lines, raising the average selling price. |
| Athletic Endorsements | Leveraged high-profile stars like Shohei Ohtani (Baseball), Coco Gauff (Tennis), and Sydney McLaughlin-Levrone (Track) to gain youth credibility. |
| Wholesale Stability | While Nike pulled back from wholesale partners, New Balance deepened its relationships, filling empty shelf space at key retailers. |
| Digital Expansion | Launched an Asia Design Studio (Tokyo, Shanghai, Seoul) and invested in 80 new retail locations globally. |
Infrastructure & Sustainability
To support the $9.2 billion volume, the company significantly expanded its operational footprint in 2025:
- Manufacturing: Completed the expansion of its Central Maine MADE factory in Skowhegan and piloted production at a new advanced facility in Londonderry, New Hampshire.
- Logistics: Opened a state-of-the-art distribution center in Salt Lake City.
- Community Impact: The New Balance Foundation donated a record $17.3 million to 95 nonprofits across 12 countries in 2025.
“We don’t want empty calories here. We want to make sure that as we get there [to $10 billion] and surpass it, that the quality of our business is first and foremost.” — Joe Preston, CEO of New Balance.
