KC Smurthwaite is a consultant for Athletics Admin, specializing in revenue generation, licensing, marketing, and higher education. He has almost two decades of experience in collegiate athletics and the sports and entertainment industry. Smurthwaite is a fractional employee of several athletic departments across the country. He also teaches sports management and journalism as an adjunct professor. Follow him on Twitter or connect on LinkedIn. Smurthwaite can also be reached at [email protected].
In a world of swooshes, stripes, and shrinking commitments, New Balance is quietly — but confidently — rewriting the playbook. That playbook is expanding quickly, too.
On June 18, the Boston-based brand celebrated a significant moment in its evolution with a football re-launch party in its hometown. At the center of it all: Boston College. The Eagles’ new uniforms made their public debut, but what’s more symbolic is what they represent — a full-circle expansion of the New Balance and Boston College partnership that started in 2021 and now officially includes football.
Via the official press release from earlier this month: “Boston College is thrilled to grow in its relationship with New Balance,” said Blake James, the William V. Campbell Director of Athletics. “Since 2021, BC has been proud to align with New Balance — a Boston-based company that is a premium, world-class athletic brand. Serving as their flagship school in the collegiate athletics space, New Balance has demonstrated their commitment to Boston College by providing significant resources and the highest quality product lines to all of our teams and student-athletes. Our local connection to New Balance’s global brand serves to strengthen the foundation of this relationship.”
With the addition of football beginning in the 2025 season, New Balance will outfit all 31 of BC’s varsity programs, making this the brand’s first full Power Conference department-wide deal. It also signals a new chapter in college athletics for a company that never really left … it just waited for the right moment.
“New Balance launched Team Sports 20 years ago,” said Mike Schenbeck, Senior Sales Manager at New Balance. “We’ve had collegiate affiliations with a multitude of institutions through the years. In the D1 space, we’ve had two Sweet 16 men’s basketball programs, several bowl game appearances, and a national championship in baseball. Maine has been our longest-standing partner for 12 years. BC is our first major conference all-school deal, with football now on board.”
While the brand’s public presence in the college space may have seemed quiet compared to its industry giants, it was never dormant. Strategic, deliberate, and values-driven — that’s how New Balance operates. They don’t just sign schools; they have been very strategic, per Schenbeck, who takes on a large role in relationship building with colleges and universities.
“We look for true partners, not just sponsorships,” Schenbeck added. “The schools we partner with need to align with our values — they become an extension of our brand. We white glove treat each program and develop deep relationships with administrators and equipment staffs.”
It’s that “boutique” approach, as they call it, that defines the New Balance difference.
New Balance has Shohei, Brink, Maxey & Now… BC Football
If you’ve noticed a wave of rising athletes signing with New Balance, it’s no coincidence. From Shohei Ohtani to Tyrese Maxey, Coco Gauff to Marvin Harrison Jr., the company has rapidly expanded its athlete portfolio — but only with those who share the brand’s ethos.
“We don’t just look at who they are on the field, court, or track, but who they are as people,” Schenbeck explained. “Chris Davis and the Sports Marketing team have done an incredible job of identifying athletes who match our culture. It takes a special kind of athlete to be with New Balance.”
That same care is applied when entering new sports categories. The relaunch into American football was anything but rushed.
“Our entry into football was a four-year process,” Schenbeck said. “We’ve always focused on comfort and fit, and football is no different. Our wear-test program spans dozens of collegiate and high school partners. BC has been at the center of this, helping test everything from footwear to uniforms and practice gear.”
Over the past decade, the college athletics apparel market has undergone significant changes. Gone are the days of brands handing out oversized checks or massive promotional credit lines. Nike dominates professional sports and has gradually pulled back from college commitments. Adidas and Under Armour have both been restructured. Many schools are finding their so-called “cash deals” are more air quotes than actual dollars.
Enter New Balance
With major players stepping back, New Balance is stepping in — and they’re doing so with intention.
“We are committed to a brand-first approach,” Schenbeck said. “We want to be the best, not the biggest. But that means offering real value — not just a logo on a jersey, but a true partnership.”
It’s why schools across the country — especially those looking for more than just a standard vendor — may want to take a second look when their next apparel deal comes up.
“Mr. Davis told us 20 years ago when he started the team division that he built New Balance on consistent quality growth and working with people you enjoy,” Schenbeck said. “We operate daily with that as our focus. At the end of the day… we’re proud to do things the NB way.”
As Boston College takes the field in 2025 dressed head-to-toe in New Balance, it may mark a turning point. For the brand. For the school. And maybe for the industry.
Because in a space dominated by legacy labels, New Balance just might be the challenger brand collegiate athletics has been waiting for. So all in, your school might become the next member of the New Balance family.
