New Balance has recently announced a multiyear partnership with the WNBA, with Los Angeles Sparks rookie forward Cameron Brink taking the spotlight in this collaboration. Brink will be featured in broadcast, digital, and retail content as part of the partnership, positioning her as a key figure in New Balance’s efforts to expand its presence in women’s sports.
Despite having parents who worked at Nike for a significant period, Brink expressed an easy transition to New Balance, stating that she felt like part of the family and appreciated the positive environment, as reported by Jessica Golden of CNBC.
This announcement is a significant milestone for New Balance as it joins other major brands like Adidas, Nike, Puma, and Under Armour as official partners of the WNBA. While the WNBA does not have an exclusive footwear partner, only league sponsors are allowed to display their logos on the court. Details regarding the financial aspects of the agreement were not disclosed.
Jessica Vassall, global head of partnerships for New Balance, highlighted the importance of this partnership, stating, “It’s really exciting that we’re going to play a small part in continuing the growth and progress towards achieving parity in women’s sports.”
Almost a year ago, New Balance signed Brink, a standout player from Stanford University at the time. As a four-time NCAA All-American, Brink became the first female basketball player on New Balance’s roster, joining a prestigious lineup of athletes represented by the brand, including NBA star Kawhi Leonard.
Cameron Brink part of prestigious New Balance roster
Despite her promising start, Brink’s rookie season was cut short by a season-ending ACL tear in June, which also prevented her from participating in the Paris Olympics. Nevertheless, New Balance plans to feature her in various lifestyle and performance campaigns, collaborating with their teams to influence future products.
Although the women’s basketball market is smaller compared to men’s, it has been growing. Market research firm Circana has noted a decline in men’s basketball sneaker sales, while the women’s segment is experiencing double-digit growth. Beth Goldstein, a footwear industry analyst at Circana, commended New Balance’s expanding influence, stating, “They have shown they can be a player in a number of new sports they’ve moved into—like tennis and baseball.”
In addition to Brink, New Balance also represents notable figures like top tennis player Coco Gauff and Los Angeles Dodgers star Shohei Ohtani. The 118-year-old Boston-based company reported $6.5 billion in sales last year, marking a 23% increase from 2022. Over the past three years, New Balance has seen double-digit growth globally in both footwear and apparel, with plans to expand further by opening 90 new stores in 2024.
“We are outperforming every single metric,” stated Colie Edison, chief growth officer for the WNBA. With rising stars like Indiana Fever rookie Caitlin Clark, the league is now averaging 1.2 million viewers per game, with attendance up 16% from the previous season. “We’re seeing an influx of fans and partners, which allows us to create a new economic model that is going to set the league up for long-term business sustainability.”
