New Balance has reported a historic FY25, with global annual sales increasing by 19 per cent to $9.2 billion over the previous year. This milestone marks the Boston-based athletic leader’s fifth consecutive year of double-digit growth, a trajectory that has seen its total revenue expand by 180 per cent since 2020. The growth was anchored by a robust 20 per cent expansion in North America and an exceptional 30 per cent jump in Europe, effectively narrowing the competitive gap with industry heavyweights through a ‘premium-first’ operational strategy.
Direct channels and apparel crossing billion-dollar thresholds
For the first time in the company’s history, both its global apparel division and its owned direct-to-consumer (DTC) retail business surpassed the $1 billion mark. This shift reflects a successful transition from a footwear-centric model to a holistic lifestyle authority. Joe Preston, CEO, emphasized, the ‘One NB’ culture - integrated with 80 new global store openings in 2025 - has successfully captured a younger, fashion-conscious demographic. High-profile partnerships with athletes such as Shohei Ohtani and Cooper Flagg have further solidified the brand’s presence at the intersection of elite performance and streetwear culture.
Strategic M&A and footwear sector consolidation
While New Balance scales through organic expansion, the contemporary footwear segment is witnessing strategic consolidation. Global asset firm Gordon Brothers recently acquired Chinese Laundry and its sibling labels (Dirty Laundry and 42 Gold) from Cels Brands. This acquisition aims to stabilize the legacy brand’s supply chain following 55 years of family leadership. Analysts suggest this move highlights a ‘flight to quality,’ as capital gravitates toward either high-growth performance innovators like New Balance or established brands under institutional turnaround management.
New Balance is a privately held global leader in high-performance footwear and premium apparel. Operating key manufacturing bases in the US and U.K., the brand targets a $10 billion revenue milestone by 2026. Its growth is fueled by domestic manufacturing excellence and a dominant share in technical running and heritage-inspired lifestyle categories.
