New Balance CEO on Marathon Sponsorship, Growth, Athlete Deals, and Staying Private

New Balance's CEO discusses the brand's strategy ahead of the 2026 New York City Marathon, where the company has been the official apparel partner for 11 years. The conversation covers the role of marathon events in the business, competition in the running category, athlete endorsements, product innovation, pricing, and the company's commitment to remaining a privately held manufacturer after 120 years.

■ Business & Market Strategy
- Marathon sponsorship as a core part of the brand and its role in customer engagement
- Growth trajectory, the $10 billion sales target, and consumer pressures such as tariffs and interest rates
- Mix of performance and lifestyle products, with campaigns designed to welcome all types of runners

■ Competition & Product Expansion
- Competitive landscape including Hoka, On, Nike, and Brooks
- Expansion into baseball, football, soccer, and tennis, and how running innovation transfers to other categories
- Athlete partnerships with Shohei Ohtani and Coco Gauff, and the shift from a no-endorsement ethos to a selective roster approach
- The enduring appeal of the New Balance 990, originally a $100 running shoe from 1982, and its lifestyle evolution

■ Operations & Positioning
- Domestic manufacturing, recent facility openings, and a manufacturing innovation center
- Testing products with athletes at the Boston headquarters track and innovation center
- Premium pricing strategy, promotional activity, and the balance between direct stores, digital, and wholesale channels

■ Outlook
- Commitment to staying private and running remaining central to future marketing

Viewers interested in athletic footwear business strategy, brand management, or sports marketing will gain insight into how a privately held company operates at scale. The interview is grounded in specific examples and real-time business context rather than general commentary.