New Balance are well and truly back.
One of the most forward thinking brands in the game have made something of a statement, signing a new deal with Atalanta B.C. beginning next season. The news comes hot on the heels of another major new partnership announcement, with Bayer 04 Leverkusen also announcing a switch over to New Balance from 2025/26.
Both deals are exciting in and of themselves, but collectively they symbolise the true return of New Balance to the top level of the kit game. In the latter part of the 2010s you could have made that argument that New Balance were the brand to beat outside the traditional big 3. Their output for Liverpool in particular was excellent, whilst the likes of Porto and Celtic also benefited. In the years since other brands have swooped in (to varying levels of success…), but with Bayer and Atalanta now under the NB fold we are cautiously optimistic.
The customary announcement video for Atalanta x New Balance didn’t give much away, but the images of a weaver working her magic on a loom evoke a sense of nostalgia and craftsmanship. All eyes will be on New Balance to see if they can deliver, but the expectation levels are higher given the calibre of team involved and the opportunity for the brand to truly cement themselves as a leading player once again. The possibility of Champions League football for La Dea (who currently sit in 3rd in the league) would only improve the situation.
Speaking more on the deal, New Balance’s Global Director of Football Sports Marketing, Andrew McGarty said:
“Atalanta embodies the spirit of Italian football with its innovative approach and strong community connection. This partnership reflects our ambition to grow the game globally while honoring football heritage with cutting-edge design.”
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