New Balance has secured an exclusive deal with Parker Valby, marking a significant milestone in the sports industry. This exciting news was announced just yesterday, and we’re here to bring you all the details!
Nearly six years ago, New Balance made a strategic move by signing Sydney McLaughlin (now Levrone). This pivotal deal has not only left a lasting impact on the sport but also significantly bolstered the brand’s influence.
Back in October 2018, the sports world was abuzz with rumors that top brands were vying for Ms. McLaughlin. New Balance, however, emerged victorious with a compelling offer, securing one of the sport’s most beloved athletes and her four Olympic medals.
Parker Valby, the shining star of American distance running, has been a hot commodity in the industry. With her impressive track record as an NCAA champion in cross country, indoor and outdoor track, and an Olympian, she was courted by several top brands. Even NIKE had secured an NIL deal with her. Her father, Kyle, known for his tough negotiations, ensured she got the best deal possible, as highlighted in a detailed RW article by Sara Lorge Butler.
The estimated annual value of the deal with Parker Valby is a substantial $650k to $800k. However, due to the nature of the sport, these figures are private. This serves as a reminder, as seen in Abby Steiner’s case, of the delicate balance between media transparency and an athlete’s privacy.
As part of her new sponsorship, Parker Valby will be featured in New Balance’s advertising programs. She joins a prestigious lineup of athletes, including Sydney McLauglin-Levrone, Gabby Thomas, Ellie Purrier St. Pierre, and Emily Mackay, in representing the brand.
To this writer, one of Parker Valby’s best attributes is her cross-training and low running mileage. Coach Mark Coogan will be responsible for Keeping Parker Valby healthy and fit. We look forward to seeing Parker develop as a professional athlete.
This writer notes that New Balance has handled sponsorship deals with its athletes with a light hand. Social media coverage is positive, with solid stories from primary sources and fine social media pictures.
Kudos to Pete Riley, the person who assesses if an athlete should be part of the New Balance family. He has the uncanny ability to bring athletes into the brand that make sense on so many levels.
Each brand has its own style, but it is apparent that the most prominent brands do little to promote the signing of critical athletes. It will be interesting to see how New Balance employs its newest ambassador.
Parker Valby will train with New Balance Team NB Boston under the thoughtful eye of Mark Coogan, the team’s coach.
PARKER VALBY SIGNS WITH NEW BALANCE
Boston, MA – October 17, 2024 – New Balance is proud to announce the signing of Parker Valby, one of the most exciting young talents in distance running today. Parker graduated from the University of Florida following a stellar college career and is now part of the Team New Balance Boston group under New Balance Coach Mark Coogan.
Parker is a six-time NCAA Champion and a record holder for the 5000m indoor, 5000m outdoor, and 10,000m and 2024 10,000m Olympic finalist. Parker moved to Boston to train on the brand’s Boston campus and with Team New Balance Boston, one of the most elite running teams in the world.
“I am excited to join the New Balance family and train in Boston with such an incredible group of runners. Family is essential to me, and it was obvious that New Balance was the brand for me, and I can’t wait to get started,” says Parker. “Boston already feels like home, and I am honored to start my professional career with a brand that wants to support my dreams, both on and off the track.”
Parker’s joining the New Balance family marks an exciting new chapter for the brand, which continues to inspire the next generation of athletes, give back to the communities in which it operates, and build best-in-class performance running products.
“Parker is an incredible talent who shares the same values we do at New Balance, and we are honored to have her join our family of athletes,” says Pete Riley, New Balance Head of Running Sports Marketing. “Having Parker living in Boston and training on our campus is a tremendous opportunity for us to work closely on inspiring the next generation of runners and push innovation forward across product lines.”
In addition, Parker will appear in various campaigns, from running to lifestyle, work with the footwear and apparel design teams to continue driving the performance running collections, and participate in the groundbreaking innovation at the New Balance Sports Research Lab. Parker joins an impressive roster of athletes, including Sydney McLaughlin-Levrone, Gabby Thomas, Elle Purrier St. Pierre, Coco Gauff, and Cameron Brink.
For more information, visit www.newbalance.com.
About New Balance
New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities worldwide. New Balance employs 9,000 associates around the globe and, in 2023, reported worldwide sales of $6.5 billion. New Balance owns five athletic footwear factories in New England and one in Flimby, U.K. New Balance MADE U.S. footwear contains a domestic value of 70% or more and makes up a limited portion of New Balance’s U.S. sales. To learn more about New Balance, please visit www.newbalance.com; for the latest press information, visit http://newbalance.newsmarket.com.
