New Balance has reaffirmed its decades-long Made in USA promise, detailing $155 million in factory investments since 2021 and a $3.1 billion contribution to the U.S. economy in 2024.
New Balance is doubling down on its heritage of American manufacturing with the release of its first Made in USA Economic and Social Footprint report, covering initiatives from 2023 and 2024. The Boston-based brand, which says it is the only major athletic footwear company maintaining U.S. production, disclosed that it has invested $155 million (€147 million) since 2021 to expand its domestic factory presence and integrate advanced technologies while preserving skilled craftsmanship.
The company currently operates four factories in New England—two in Maine (Skowhegan and Norway) and two in Massachusetts (Lawrence and Methuen)—with a fifth facility in Londonderry, New Hampshire slated to open in early 2026. These investments support New Balance’s “Made” initiative, a core strategy that CEO Joe Preston calls “an integral part of our heritage and culture.”
Economic impact by the numbers
The report highlights significant economic contributions:
- $3.1 billion (€2.95 billion) added to the U.S. economy in 2024, up 23% from 2023
- $479 million (€455 million) directly from Made operations
- Over 5,000 U.S. employees, including 1,200 Made associates, each supporting 2.5x additional jobs
Community investment and charitable giving
Beyond manufacturing, New Balance and its foundation donated $28 million to U.S. charities last year, funding youth development, healthy lifestyles, and education. Key initiatives include a $10 million (€9.5 million) Institute for Innovative Leadership in Sport at the University of Massachusetts Boston, a $7 million (€6.65 million) track and soccer complex at the University of Maine, and community programmes in Boston and Lawrence.
CEO Preston: “It’s a business model that works”
Preston emphasised that Made investments are not just cultural but strategic: “Our commitment to American manufacturing has always been part of who we are. It’s not a marketing slogan—it’s a business model that works,” Preston told Semafor. He added: “We’ve proven that you can compete globally whilst making shoes in the U.S. It’s about authenticity, and that resonates with consumers.”
Strategic differentiation in competitive market
Analysts note that this approach differentiates New Balance from competitors reliant on offshore production, resonating with consumers seeking authenticity and sustainability.
