New Balance showcases athletes at World Cup while supporting families
Yahoo Sports • 1 min read • Latest: Jul 4, 2026, 4:31 AM
Last updated Jul 4, 2026
New Balance has established a prominent presence at the World Cup running through August 3, utilizing its state-of-the-art facility, the TRACK, in Boston. The brand features athletes such as Endrick and Bukayo Saka in marketing campaigns and provides them with gear tailored to their needs. Families of players are also receiving support with kits, underscoring the importance of their involvement. New Balance's commitment includes staffing events where players are competing and offering specialized equipment. The company has planned youth engagement activities in multiple U.S. cities, involving local programs aimed at community children.
- •New Balance's Football House is operational for the World Cup until August 3.
- •Endrick and Bukayo Saka are featured prominently in New Balance campaigns.
- •Families of New Balance athletes receive gear and support during the tournament.
- •Youth engagement events are planned in Miami, Los Angeles, and New York.
- •Staff members assist at every game involving New Balance players.
- 4:31 AMYahoo Sports — Inside New Balance’s World Cup: Testing, inventing and supplying players’ families with kit
"It was late in 2023 when Brazil international Endrick and his family arrived at New Balance’s headquarters in Boston to put pen to paper on a multi-year deal with the sportswear brand. As they watched a special montage of their teenaged son play out on a big screen at the company’s training facility, his mum, Cintia Ramos, wiped away tears. She turned to those in the room and offered them candy, bringing smiles to the faces of those present on what was a momentous day not just in the Brazilian’s
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