New Balance announces nine NIL partnerships as brand shares strategy in signing Gen Z athletes early

The GIST: Today, New Balance (NB) announced NIL deals for several women athletes, namely from developing spaces in basketball and soccer and emerging sports like softball. The sponsorships are a response to how high school and collegiate pipelines are building across all women’s sports — and so are the marketing opportunities.

• In August, we spoke with NB head of athlete ambassador integration Nicola Conley on how Gen Z athletes are doing it differently and how the marketing world is adapting: Creating athlete-forward campaigns may be giving NB an edge in the ultra-competitive athletic apparel space. They got now.

The athletes: The roster includes basketball standouts Sienna Betts and Haylen Ayers, as well as Liga MX Femenil phenoms (and sisters) Tatiana and Silvana Flores. Tennessee pitcher Karlyn Pickens reps softball, and the remaining athletes represent track across the U.S. and UK.

The approach: Apparel companies are finding success when they get in early. We’ve seen this on the men’s side for years, but companies like Nike and Under Armour are now signing women athletes earlier too. NB is no stranger to this — the brand signed tennis sensation Coco Gauff at 14, Sydney McLaughlin-Levrone after her freshman year, Gabby Thomas after her college career, and landed Cameron Brink despite her Nike ties.

• Conley says NB has a history of identifying and investing in young talent at an early age, and for good reason: Early signings build loyalty with athletes and keep them in the family. Gauff is the only active women’s tennis athlete with a signature shoe, not to mention the unconventional high-fashion collab she spearheaded with Miu Miu.

The marketing response: Conley told us that Gen Z women athletes are doing things differently and are “very keen to be themselves.” On brand with their generation, they are confident, and their campaigns are personality-driven. The generation desires authenticity, so when athletes deliver that, it all but guarantees positive brand glow from Gen Z consumers who want the same.

• Picking women athletes also comes with social media exposure: Tatiana has over 1M Instagram followers; Silvana has 137K. And as a top high school recruit now playing at UCLA, Betts is already in the spotlight with a Gorjana deal and her Unrivaled signing.

The takeaway: The sports apparel space is extremely competitive, which can be challenging for emerging brands looking to gain ground or established ones looking to conquer new turf. Basketball is saturated by every brand, while some carve out space in specific sports: Nike has been running track for years, and Adidas has global soccer dominance.

• What can NB do? By signing athletes early and offering them creative control, the brand appeals to Gen Z athletes and consumers who value personality and authenticity. Letting athletes drive campaigns is a win-win for everyone: Believing in them early on builds loyalty with them and allows NB to compete with bigger brands. Playing for keeps.