New Balance Goes on Offense, Slides Into Soccer
The Boston-based company wants to take a piece of the soccer pie from giants Nike and Adidas
Australian striker Tim Cahill will help New Balance take on Adidas and Nike.
Photographer: BILL TWOMEYThis article is for subscribers only.
New Balance, a private Boston-based company, is known for chunky, slightly retro running shoes favored by fashionable women and Silicon Valley dads. Steve Jobs probably sold more pairs of "NB" sneakers than any athlete endorser. But today, the company is lining up 10 of the world’s best athletes and crowing about its intent to beat Nike and Adidas to a share of the soccer market, one of the biggest and most competitive corners of the retail gear game.
“Our goal is to be in the top three of global athletic brands,” said New Balance Chief Executive Robert DeMartini. “And to get to the top three, we have to be in the world’s biggest sport.”