Key Takeaways New Balance grew sales 19% to $9.2 billion in 2025 and is now targeting $10 billion in annual revenue.
The sneaker giant achieved its fifth consecutive year of double-digit growth in 2025, ahead of rivals like Nike.
To gain credibility with younger fans, New Balance has recruited athletes to represent its brand.
New Balance has turned its “dad shoe” image into a driver of growth.
According to a recent CNBC report, New Balance sales were up 19% to $9.2 billion in 2025. The sneaker giant grabbed market share from rivals like Nike, per the report. New Balance told CNBC that it could reach its target of $10 billion in annual revenue by the end of 2026.
“We’re competitive,” New Balance CEO Joe Preston told CNBC in an interview. “No question about it. But we want to make sure… that the quality of our business is first and foremost.”
Gray mesh and suede sneakers with white laces and a white rubber sole from New Balance. (Photo by Edward Berthelot/Getty Images)
New Balance is growing faster than Nike. For the full fiscal year 2025, Nike reported total revenue of $46.31 billion, a 9.8% decline from the prior year. In contrast, New Balance achieved its fifth consecutive year of double-digit growth in 2025.
Beating Nike where it stumbled
New Balance has increased sales by 180% since 2020, per CNBC. During the COVID pandemic, Nike aggressively pivoted to direct-to-consumer, cutting long-time wholesale partners to prioritize its own stores and e-commerce. The move initially boosted margins, but it left empty shelves at retailers that rivals raced to fill. New Balance, Brooks, On and Deckers quickly expanded into that space.
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