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Agenda-setting intelligence, analysis and advice for the global fashion community.

Inside New Balance’s Plan to Become a $10 Billion Sportswear Giant

In under a decade, the Boston-based company transformed itself from a brand for dads and runners into one of the hottest players in the sneaker world. Now, it’s using the Olympics and an expanding roster of collaborators, athlete partners and sports categories as catalysts to achieve its lofty ambitions.
New Balance athletes Bukayo Saka, Coco Gauff, Cameron Brink
New Balance has 85 athletes competing at the Olympics, including Coco Gauff and Gabby Thomas, while the brand's big sneaker collaborators Joe Freshgoods and Teddy Santis are also in Paris to launch new products. (BoF Studio)

New Balance has always kept a little quieter than its rivals.

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