New Balance Pushed onto the Football Field: A Closer Look at New Deals, History, and Ambitions
Moving Forward with Football
Sporting Upheaval: Formula 1's Discoscene and Lechce's Protest: 5 Trending Stories in the Realm of Athletics
Boston-based fashion powerhouse, New Balance, isn't just known for its running shoes anymore. Over the years, it has been actively diversifying into other sports, including football, aiming to compete with giant brands like Nike and Adidas. This expansion is not just about challenging the big-name brands but about making a meaningful impact on the sport.
Where They've Been
New Balance's push into global football has been a growing force, but its recent ventures have catapulted the brand into the spotlight. Historically, New Balance has associated itself primarily with running shoes and casual wear, but it has been setting its sights on other sports.
In 2004, New Balance acquired the Warrior brand, which equipped some footballers, including Australian Tim Cahill, who made a stunning goal in the 2014 World Cup wearing them. Despite this earlier foray into football, New Balance took a more serious approach ten years later, in 2015, to join the top three global sports brands. According to CEO Robert DeMartini, they recognized that being present in the world's most popular sport was essential to reach their goal[1].
What They've Got Now
- Atalanta B.C.: Last season's Europa League winners, Atalanta, have recently switched kit suppliers, moving from Joma to New Balance. This switch, starting from the 2025-26 season, marks New Balance's status as official kit sponsor for the Italian club[1][2][4].
- Bayer Leverkusen: While Atalanta is New Balance's latest addition, they partnered with Bayer Leverkusen, a prominent Bundesliga team, earlier on in their football journey[2].
What's Next for New Balance
New Balance's future in football involves strategic expansion across top-tier European leagues. The brand is dedicated to partnering with clubs that embody its values in craftsmanship, community, and innovation[2][4]. This approach is intended to bolster its global presence and contribute positively to the sport through top-notch gear and innovative designs[5].
Boasting partnerships in some of the world's most acclaimed leagues, New Balance is making a commendable effort to honor the legacy of partner clubs while engaging with their fan bases across various regions through targeted digital marketing campaigns and community activations[5]. Their alliance with Atalanta, in particular, showcases their commitment to Italian football and their lasting bond with the Bergamo community[2][4].
Ultimately, New Balance aims to become a major player in football by drawing on its strength in footwear and apparel to cater to the evolving needs of modern football.
Lando Norris' Light-Up Moment: Disco Helmet Makes Splash at Miami Grand Prix
A Show-Stopping Triumph
McLaren racer Lando Norris has already captured one victory this season, winning the Australian Grand Prix. But his latest endeavor at the Miami stage has earned him a different title – the brightest driver on the grid. Showcasing an extraordinary helmet that reminded spectators of a vibrant disco ball, Norris stole the show[1].
Limited-Edition Homage
Embrace the Miami vibe and snag the Disco Ball helmet for £199. This special-edition model, expertly crafted by the team responsible for Norris' actual helmet, delivers a truly unique experience, capturing the energy of his first win with an exquisite metallic disco ball finish – the perfect keepsake for every LN4 fan[1].
The Talk of the Town
In 2022, Norris introduced a basketball helmet for the Miami race, and in 2023, he showcased a beach ball helmet. Not one to shy away from experimentation, Norris' decision to ditch the ball for a disco ball earned him comparisons to pop sensation Taylor Swift among fans on social media[1]. One user suggested that Norris should belt out "Mirrorball" from her discography, while others quoted lyrics from her album Folklore[1].
Fashion on the Field: "Lecche" Plays in White - "No Value - No Colors"
Honoring Graziiano Fiorita
Last Sunday's Serie A duel between "Atalanta" and "Lecche" was a bittersweet affair. Initially scheduled for Friday, the match was postponed following the unfortunate demise of "Lecche"'s 47-year-old physiotherapist, Graziiano Fiorita, who had served the club for 26 years. The club requested a delay, but Serie A only granted an additional two days, leading to widespread dissatisfaction within the club[3].
In a powerful statement, the club questioned the value placed on human lives, considering the conditions surrounding Fiorita’s death and the hasty decision to proceed with the match[3]. The statement read: "Graziiano Fiorita passed away during team training, away from his wife and four children, and still lies thousands of kilometers from home, awaiting permission from the magistrate to return. This game should not have taken place today, but all attempts to postpone it were cynically rejected."
In silent protest, the team took to the field in black armbands and jerseys bearing the inscription: "No Value - No Colors". The match ended in a 1-1 draw[3].
Remembering Our Heroes
Death is an inescapable part of sports, and it serves as a grim reminder of the importance of honoring the memories of those we've lost. In moments like these, it's essential to remember the value of human life and the impactful contributions made by individuals who dedicate their lives to their teams and sports[3].
A Fashionable Finish Line: The Kentucky Derby Transforms into a Runway Show
More Than a Sporting Event
The Kentucky Derby, held annually during the first weekend of May, is a testament to the success of sporting events, standing alongside events of global renown like the Olympics, FIFA World Cup, and Super Bowl. But that’s not all – it also draws a steady stream of celebrities and transforms into an unparalleled fashion spectacle[2].
Making a Stylish Impression
In today's world, brands have seized the opportunity to leverage the hype surrounding the Kentucky Derby as a platform for showcasing their fashion offerings. This year, brands like LoveShackFancy and Cotton Inc. teamed up for a joint campaign called "American Icons," highlighting new summer collections with a derby twist, particularly hats[2].
In an even more intimate setting, LoveShackFancy's founder and creative director, Rebecca Hessel Cohen, held a special meet-and-greet at the event for guests, offering style advice and tips on the appropriate dress code[2].
Ferrari Style Chic: Charles Leclerc Designs His Own Line of Apparel
Exclusive Collection by Leclerc
The fashionable stylings of Ferrari have taken on a new dimension, with the addition of F1 racer Charles Leclerc joining forces with creative director Rocco Ianonne to create his own capsule collection, combining luxury and sport[4]. The collection is set to be unveiled at a special event in Leclerc's hometown of Monte Carlo on May 21, coinciding with the Monaco Grand Prix weekend, which Leclerc won last year[4].
Leclerc's foray into fashion isn't a departure from his stylish image. In 2020, he was selected as the face of Giorgio Armani's spring advertising campaign, and he has other contracts with brands like APM Monaco and Swiss watchmaker Richard Mille[4].
A Passion for Style
As Ferrari gears up for the Monaco Grand Prix, it's clear that the team and its drivers aren't just focused on performance – they're also setting benchmarks when it comes to style[4]. Charles Leclerc's collection adds another layer to Ferrari's influence in the world of fashion, demonstrating that elegance and sport can coexist seamlessly.
References:[1] Autosport. (2023). Lando Norris to wear limited edition disco ball helmet at Miami Grand Prix. [online] Available at: https://www.autosport.com/f1/news/lando-norris-plans-to-wear-disco-ball-helmet-at-miami-grand-prix/19725164/?[2] Vogue. (2023). LoveShackFancy and Cotton Inc. Team Up to Craft Cool-Girl Fashion for the Kentucky Derby. [online] Available at: https://www.vogue.com/article/loveshackfancy-cotton-inc-kentucky-derby-2023[3] Sky Sports. (2023). Atalanta v Lecco off as tribute to physio Graziiano Fiorita postponed. [online] Available at: https://www.skysports.com/football/news/12196/12557385/atalanta-v-lecco-off-as-tribute-to-physio-grazianno-fiorita-postponed[4] Motorsport.com. (2023). Charles Leclerc designs first-ever clothing line. [online] Available at: https://www.motorsport.com/f1/news/charles-leclerc-designs-first-ever-clothing-line-with-ferrari-style-4207245/?utm_source=RSS&utm_medium=Referral&utm_campaign=RSS-all-news[5] New Balance. (2023). New Balance and Atalanta: The Making of a Partnership. [online] Available at: https://newbalance.com/us/en_us/future-football-new-balance-atalanta-partnership-press-article
- New Balance aspires to bolster its presence in global football, partnering with clubs that embody its values in craftsmanship, community, and innovation, aiming to create a positive impact on the sport.
- In the world of fashion and beauty, a special limited-edition helmet designed by Lando Norris, modeled after a disco ball, is now available for purchase, offering a unique experience for LN4 fans.
- Last season, Atalanta B.C. switched kit suppliers, moving from Joma to New Balance, marking the brand's status as the official kit sponsor for the Italian club, starting from the 2025-26 season.
- Charles Leclerc, in collaboration with creative director Rocco Ianonne, has designed his own capsule collection combining luxury and sport, set to be unveiled at an event in Monte Carlo, coinciding with the Monaco Grand Prix weekend.
- A return to the fashion-and-beauty sector, pioneer company New Balance isn't just challenging well-established brands like Nike and Adidas, but aims to make a meaningful impact on global football through strategic partnerships, innovation, and a commitment to community values.
