New Balance

New Balance, traditionally known for its athletic footwear, entered the soccer apparel market in the 2010s. The brand aimed to expand its presence in the sports industry, including soccer.

In February 2015, New Balance announced its entry into the global football market. The company had started its football business through its subsidiary Warrior Sports in 2012, punctuated by a $40-million-a-year sponsorship deal with Liverpool F.C., but made the move to rebrand based on the global reach of the parent brand. The collaboration received attention for innovative designs and quality.

New Balance focused on incorporating innovative designs and technology into its soccer jerseys. This included attention to fabric performance, fit, and unique visual elements that distinguished the jerseys in the competitive soccer apparel market.

New Balance, like other sports apparel brands, engaged in limited edition releases and special designs. These releases often featured unique colorways, patterns, or themes, catering to the fashion-forward interests of soccer fans.

In addition to club partnerships, New Balance explored collaborations with national teams, further diversifying its portfolio of soccer apparel.