New Balance Muscling In: Football's Elite Begin Ditching Nike and Adidas

For decades, Nike and Adidas have had football's top tier sewn up. Whether it's the kits draped across the world's biggest clubs or the boots on the feet of its finest talent, the two giants have barely faced a genuine rival. Adidas counts Liverpool, Arsenal, Manchester United, Real Madrid and Bayern Munich among their stable, while Nike has locked down Cristiano Ronaldo, Neymar Jr and Kylian Mbappe.

But there's a new player in town, and they're making serious inroads.

New Balance has emerged as a genuine challenger, riding a wave of momentum in the global sports market. The American brand posted 19% growth in 2025 with revenues exceeding $9bn, according to CNBC figures, already carving out meaningful territory in the trainers world. Now they're setting their sights on football—and the sport's elite are listening.

The brand once graced the shirts of Premier League champions Liverpool and is now increasingly catching the eye of the game's best. New Balance has already secured Arsenal's Bukayo Saka and Eberechi Eze, while Real Madrid's Brazilian attacker Endrick and Liverpool's Jeremie Frimpong have also made the switch to their boots.

Saka enthused about the partnership: "It feels amazing to have a brand like New Balance behind me. Working with the team and having my family involved has been a great experience so far, and it's only just starting."

The current momentum represents a marked shift from recent years. Sadio Mane stood alone as a top-tier footballer flying the New Balance flag when he won the Premier League title at Liverpool in 2019. Now, the brand is building genuine momentum.

Where New Balance differs from Nike and Adidas is their philosophy on design. Rather than chasing the eye-watering neons and outlandish aesthetics that dominate modern football, New Balance has plumped for a more understated approach. Their entire range comes in classic black—a colour that's become almost extinct at the elite level as players have gravitated towards pinks, yellows and fluorescent everything.

It's a calculated move. Players sporting the retro black boots genuinely stand out on the pitch, and New Balance has gone further by engineering boots tailored to individual playing styles.

The Furon—Saka's signature model—is a yellow and black lightweight option built for pace merchants who thrive on rapid directional changes. The mid-range Tekela is engineered for control, catering to midfield orchestrators and technically gifted players seeking that perfect pass. The 442, meanwhile, takes inspiration from boots of yesteryear but packs ultra-modern materials underneath, offering a versatile option across multiple positions.

It's retro meets cutting-edge—and it's clearly resonating.