New Balance’s success outside of sports and fashion is often overlooked due to the historical aspects of racial identity in the Boston area and New Balance’s own issues with culture over the years. Although there are clear instances where New Balance found itself on the complex side of the dialogue on race and politics, no one can say that the brand doesn’t give back to its home.
The 18,000-square-foot New Balance Foundation SquashBusters Center, a cornerstone of this development, features classrooms, squash courts, a fitness center, and flexible community spaces. Beyond its primary programming, the center will serve as a vital resource for residents and groups, fostering a sense of belonging and partnership.
New Balance is doing the quiet work to build a foundation in its homebase. When combined with information on other aspects of giving by NB, it’s clear the company is working to offset the cultural missteps by the brand in the past. Have you heard about the other work New Balance is doing? Check this out: