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Recent Developments
New Balance announced several licensee partnerships during 2003-4 as part of an effort to launch innovative athletic industry products under the New Balance brand name. All of the New Balance licensee partners have core values of product quality, integrity, and customer service that are a solid fit with New Balance’s long-standing corporate philosophies.
Eyewear Designs Ltd. designs and develops performance sunwear and eyewear. Fitness Quest Inc. creates and markets innovative cardio home exercise equipment. The Franco Apparel Group presents a full line of New Balance performance and lifestyle children’s apparel in newborn through youth. Grangers International Ltd. is a manufacturer of technically superior shoe and apparel care products that are environmentally friendly. Moretz Sports manufactures performance socks, and New Era Cap Company, Inc. is a global sports headwear designer, developer, and manufacturer of performance-oriented caps. Packworks designs and supplies performance and athletic lifestyle bags and accessories.
In spring 2003, New Balance announced it would sponsor Major League Lacrosse, the premiere professional outdoor lacrosse league, then in its third season. New Balance became the league’s newest anchor-level corporate sponsor and the “Official Footwear and Sideline Apparel of Major League Lacrosse.” The New Balance logo graces the uniform of the Boston Cannons team.
Lacrosse is both America’s oldest game and its fastest-growing team sport; New Balance will utilize its MLL sponsorship to reach younger performance athletes with the company’s brand message. The Warrior Burn lacrosse shoe by New Balance debuted in 2004. Designed and tested by members of the Warrior Lacrosse Players Club Team, the Burn is the world’s first lacrosse shoe developed by the world’s best players.
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