New Balance and the WNBA have just announced a multi-year partnership to elevate women's visibility and influence in basketball. This strategic agreement comes at a pivotal moment, coinciding with the arrival of one of the most exciting draft classes in WNBA history and setting the stage for unprecedented growth in women's basketball.
This deal, announced just ahead of WNBA All-Star 2024, marks New Balance’s official entry into a space shared by other major sportswear giants like adidas, Nike, Puma, and Under Armour. Unlike other partnerships, the WNBA does not have an exclusive footwear partner, allowing New Balance to bring its unique perspective and offerings to the league.
Central to this collaboration is New Balance athlete and WNBA rookie Cameron Brink. Despite being sidelined for the rest of the 2024 season due to injury, Brink remains a vital part of New Balance's strategy to inspire and engage the next generation of athletes. As the second-overall pick in the WNBA Draft 2024, Brink has already made a significant impact. She signed an NIL deal with New Balance in 2023, and her involvement in this partnership will see her featured prominently in broadcast, digital, and retail content. Through her story, New Balance aims to empower young athletes to overcome obstacles and pursue their dreams on and off the court.
Jess Vassall, New Balance’s Head of Global Partnerships, expressed the brand's commitment to this cause: “This relationship with the WNBA is another example of New Balance encouraging all young athletes, particularly women and girls, to pursue their athletic goals and ignite a new era of female empowerment through sport.”
The partnership also goes beyond just branding and advertising. It includes grassroots initiatives to grow youth basketball and foster authentic community engagement. These efforts are designed to reach new audiences, incentivize youth participation, and positively influence communities. Colie Edison, Chief Growth Officer of the WNBA, highlighted the broader impact of this collaboration: “The partnership with New Balance is yet another positive step in our efforts to grow women’s sports across new audiences, incentivize youth participation, and positively influence communities. By aligning ourselves with a global brand like New Balance, we continue to push the envelope of what’s possible when we tap into the unifying power of sport.”
As the WNBA continues to gain momentum, adding New Balance as an official partner signals a promising future for the league. Together, they will push the boundaries of sport, inspire a new generation of athletes, and amplify the importance of women’s basketball globally. Could this lead to New Balance’s first signature sneaker from a WNBA player? We’ll have to wait and see. Download the Sole Retriever mobile app for more updates on the latest happenings in sneakers and streetwear.
Sneakerhead from South Florida who turned his passion into a career. Concerts, music, trying new restaurants, and catching the latest movies are some of the things I enjoy when not writing for Sole Retriever. Email: nick@soleretriever.com
