Buffalo Bills quarterback Josh Allen is hinting at a switch from Nike to New Balance. He was seen wearing New Balance gear ...

Welcome back to The Athletic's free weekly sports business cheat sheet. Name-dropped: Woody Johnson, Mark Walter, Caitlin ...

Flagg, who’s from a small town in Maine close to a New Balance factory, was immediately appealing to the Boston-based brand.

Endorsed by Nike since his NFL arrival in 2018, Josh Allen recently switched to New Balance cleats in a cryptic move during Bills' minicamp.

New Balance re-entered the football performance market in April 2024 by unveiling new cleats and announcing the signing of rookie As of last season, New Balance did not have an on-field licensing ...

As the Buffalo Bills ramped up minicamp activities, sharp-eyed observers noticed a significant switch under center, and it had everything to do with the quarterback's footwear. Jo ...

The activewear company has doubled down on its running game. Our expert recommends the best Under Armour running shoes ...

In a surreal twist, the game is shown to be taking place in a New Balance shoe box, with a life-sized Endrick then revealed ...

Flagg, drafted No. 1 by the Dallas Mavericks on Wednesday, had a few suitors wanting him to represent their shoe and apparel product.

At Wimbledon 2025, the tournament’s strict all-white dress code continues to shape sneaker design and brand competition.

So, how do you pick the best running shoe brand for you? Well, the first step is always to have a good understanding of how ...

For the footwear industry, none are bigger than Josh Allen's new shoe deal. Allen has been a Nike athlete since he entered the NFL in 2018, but the partnership appears to be over.