Through a combination of smart endorsement deals and good quality football boots, New Balance has successfully transitioned from ‘up and coming’ in the football boot market to an established player - and the majority of consumers' ‘best of the rest’ brand after Nike, Adidas and Puma.
The Tekela, New Balance’s control silo, received a quite drastic overhaul in 2022 with the release of the New Balance Tekela V4 Pro, and it proved a worthwhile and justified decision as it became revered for its laceless design.
