New Balance Moves Into Boot Market

New Balance Football has officially moved into the football boot market, after unveiling the brand’s first range with two new styles.

According to the brand, the styles target attack-minded players, with the Visaro boot the players who ‘make chances’ and the Furon boot for players who ‘take chances’.

Since launching a dedicated football division in February, New Balance has taken over a number of clubs previously held by its subsidiary, Warrior, including Liverpool, Stoke City, Sevilla and FC Porto, as well as players such as Manchester City captain Vincent Kompany. 

• Watch the launch video at Sport Industry TV

New Balance ambassador Aaron Ramsey, who will wear Visaro as a player who makes chances, commented: “These boots are multifunctional, helping me in all the most important areas which allows me to play to my full potential. They work with my instinctual movements during games and give me the confidence to supply the players around me who take chances.”

Manchester United player Adnan Januzaj, who will wear Furon, added: “What has been clear right from the start is that New Balance set out to design a boot to help attacking payers – I have worked closely with them from the original prototype to ensure they achieve this. This boot feels like it’s been made especially for me and I know others will feel the same way.”

The New Balance R&D team worked with New Balance players, using elite athlete specific data to create the boot design.

Richard Wright, global head of New Balance Football, said: “Over 90 minutes, players cover more ground than ever before and the distances run in football far exceed that of any other sport. We have a very strong heritage in running and applying this expert knowledge to the endurance and high intensity of football.”

“We recognise that the modern game is powered by attacking football. Therefore, we have developed two styles of boots for attack-minded players. The players that ‘make chances’ and the players that ‘take chances’. We believe these boots will meet the player’s performance demands and amplify their unique set of skills – not only just at the top level of the game but at every level of football.”