7 Shocking Ways New Balance Dominated 2025: From $7.8B Sales To The Rarest Sneaker Drop

The year 2025 has cemented New Balance's status as a true global athletic leader, moving far beyond its "dad shoe" reputation and into the premium category. The Boston-based brand is not just growing; it’s aggressively expanding its manufacturing footprint, hitting ambitious sustainability targets, and dominating sneaker culture with highly coveted releases and strategic collaborations. This deep dive reveals the seven most significant and surprising ways New Balance redefined its legacy and market position, confirming its robust trajectory for the remainder of the decade.

As of December 15, 2025, the company is reporting unprecedented growth, driven by a strategic repositioning and a deep commitment to craftsmanship. From massive factory expansions in New England to the once-every-five-years release of a legendary sneaker, New Balance’s moves this year have been calculated, impactful, and designed to capture both the performance runner and the high-fashion enthusiast.

1. The $7.8 Billion Sales Juggernaut and Premium Repositioning

New Balance has successfully transitioned into a powerhouse, demonstrating its financial strength by projecting an astonishing $7.8 billion in sales for 2024. This marks the fourth consecutive year of more than 20% growth, a trajectory that few competitors can match in the athletic footwear space.

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President and CEO Joe Preston attributes this robust growth to a successful holiday season and a strategic pivot toward the premium category. The brand has consciously adopted selective distribution channels, enhancing its perceived value and exclusivity. While North America remains strong, over 60% of New Balance’s business is international, with Western Europe and North Asia highlighted as massive growth markets.

2. Massive Expansion of U.S. Manufacturing and American Craftsmanship

A core pillar of the brand's 2025 strategy is its unwavering commitment to U.S. manufacturing and the concept of American craftsmanship. This year saw major physical expansion and investment in New England.

• Central Maine Factory Expansion: On September 22, 2025, New Balance celebrated the opening of the expanded New Balance Central Maine factory in Skowhegan, ME. This significant project involved a $65 million investment, adding 120,000 square feet to the facility. The expansion integrates lean manufacturing processes to create a demand-driven MADE U.S. supply network.
• New Hampshire Facility Launch: In addition to the Skowhegan project, production is set to commence in 2025 at the new $70 million New Balance Londonderry manufacturing facility in New Hampshire. This facility is expected to create over 150 jobs, further solidifying the brand's domestic factory base and its ability to meet significant global consumer demand.

The "Made in USA" designation is a crucial selling point, with this footwear containing a domestic value of 70% or more, appealing to consumers who value quality and local production.

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3. The Return of the Legendary 1300JP Sneaker

Perhaps the most anticipated sneaker release of the year was the 2025 iteration of the Made in USA 1300JP. This legendary style is only released once every five years, making its May 2025 debut a monumental event for sneaker collectors and enthusiasts globally.

The 1300JP is a celebration of craft and legacy, tracing its roots back to the original 1300 released in 1985. It is revered for its superior cushioning, provided by full-length ENCAP technology, and its premium nubuck and mesh construction. Priced at $330 USD, the limited-edition shoe was meticulously crafted at the Skowhegan, Maine facility and was a highlight of the annual 'Grey Days' celebration in May.

4. A Strategic Shift in Design Philosophy for Made in USA Collections

For its core domestic lines, New Balance signaled a significant shift in design for 2025, moving away from bold, high-contrast colors and back toward a more understated elegance.

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• Spring/Summer 2025: The Made In USA Spring/Summer 2025 collection refocused on muted, basic, and luxurious colorways. This collection featured nine sneaker silhouettes, with the 992 poised to be a major "it" shoe once again, alongside a refreshed assortment of apparel essentials.
• Fall/Winter 2025: The seasonal collection embraced fall earth tones, inspired by New England leaves changing. Key drops featured the 990v6 and 992 in seasonal brown and tan hues. Notably, the 1300 model was introduced into the seasonal and core collections, a move inspired by the rarity of the 1300JP. The collection also introduced new apparel styles like tracksuit separates and a pleated skirt.

5. High-Impact, Late-Year Collaborations Defining Sneaker Culture

The end of 2025 is marked by a flurry of high-profile collaborations that demonstrate New Balance’s cultural relevance and ability to partner with diverse entities. These releases cater to a broad spectrum of tastes, from luxury fashion to rugged outdoor aesthetics.

• Rich Paul x New Balance ABZORB 2010: Scheduled for December 17, 2025, this collaboration with the influential sports agent and Klutch Athletics founder highlights the brand's connection to elite sports and culture.
• Concepts x New Balance Made in USA 997: A high-profile release set for December 18, 2025, continuing the long-standing, respected partnership between the Boston-based retailer Concepts and New Balance.
• BASKETCASE x New Balance 204L "Pine Valley": Dropping on December 19, 2025, this collaboration showcases a rugged, grunge aesthetic on the fashion-forward 204L silhouette, featuring a rich brown colorway, hiking boot lace stays, and flannel insoles.

Other notable 2025 collaborations throughout the year included the TAG Heuer x New Balance SC Elite v5, the GANNI x New Balance 1906L, and the Salehe Bembury x New Balance 1000, all broadening the brand’s topical authority across running, fashion, and streetwear.

6. Hitting Ambitious 2025 Sustainability and ESG Goals

Beyond product and profit, New Balance is making major strides in its Responsible Leadership strategy, with several ambitious goals set to be met in 2025. These targets demonstrate a commitment to a low-carbon future and ethical manufacturing practices.

• Renewable Energy: The company is working toward using 100% renewable electricity across its global operations by the end of 2025.
• Waste Reduction: New Balance aims to send zero waste to landfill from its footwear factories by 2025, a significant step toward greater circularity.
• Material Sourcing: By 2025, the brand is committed to sourcing 50% recycled polyester and 100% preferred leather, directly addressing the two largest drivers of its climate impact.
• Social Resilience: To support women's empowerment, New Balance is working to ensure 100% of women in their footwear factories benefit from education and skills courses by 2025.

7. The Rise of the New Performance Models and Silhouettes

While the "Made in USA" heritage models like the 990 series (990v6, 992) and the 1300 dominate the lifestyle conversation, 2025 also saw the continued introduction of new, innovative performance silhouettes. The brand’s focus on running technology, such as the Fresh Foam Hierro v6 and the SC Elite V5, ensures it remains competitive in the performance athletic market.

The new 204L silhouette, seen in the BASKETCASE collaboration, and the ABZORB 2010 model, featured in the Rich Paul drop, demonstrate a willingness to introduce fashion-forward designs that move beyond the classic runner aesthetic. This dual focus—respecting the classics while aggressively innovating new forms—is a key driver of New Balance’s enduring relevance and its ability to capture new generations of consumers who appreciate both heritage and cutting-edge design.