New Balance
The online store of the athletic footwear and apparel brand.
New Balance at a glance
New Balance is a website and one of the most visited sites in United States, currently ranked #428 in the country. It was founded in 1906 by William J. Riley and is headquartered in Boston, MA, USA. Today New Balance is owned by New Balance Athletics, Inc.. Our estimates put its audience at ≈ 25 million visits per month. The business earns money mainly through product sales, wholesale. Its closest rivals include nike.com, adidas.com, footlocker.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 23.5 million / month | +2% |
| Q2 | ≈ 24.3 million / month | +3% |
| Q3 | ≈ 25 million / month | +3% |
| Q4 | ≈ 26.5 million / month | +6% |
Traffic sources
- Direct56%
- Organic search27%
- Referral9%
- Social5%
- Paid3%
Audience & demographics
- Men57%
- Women43%
- Age 25-3432%
- Age 35-4424%
- Age 18-2421%
The audience is concentrated in United States, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United States86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 7.5 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United States
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| new balance | 1 | Very high | Dominant |
| login | Top 10 | High | — |
| app download | Top 10 | High | — |
| pricing | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United States web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 68% mobile
- Position in country
- Among the leading technology apps in United States
Company information
- Website
- newbalance.com
- Sector
- Technology
- Owner
- New Balance Athletics, Inc.
- Owner type
- Private company
- Founders
- William J. Riley
- Founded
- 1906
- Headquarters
- Boston, MA, USA
- Employees
- 10,000+
- Ownership
- New Balance Athletics, Inc. controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $7 billion annual revenue (est.)
- Languages
- English, many others
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $7 billion annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
New Balance operates a technology platform focused on United States. The online store of the athletic footwear and apparel brand. Revenue comes mainly from product sales, supported by the other lines listed below.
- Product sales
- Wholesale
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- United States
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United States)
- #428 in this index
- Sector rank
- Leading technology site in United States
- Global rank
- 3000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| nike.com | ≈ 15 million / month | #429 class competitor | — |
| adidas.com | ≈ 11.2 million / month | #430 class competitor | — |
| footlocker.com | ≈ 7.5 million / month | #431 class competitor | — |
What is New Balance?
New Balance (newbalance.com) is a technology platform serving users in United States. The online store of the athletic footwear and apparel brand. It ranks #428 among the most visited websites in the country in this index, within the technology category.
Who owns New Balance?
The site is operated by New Balance Athletics, Inc., founded by William J. Riley. The company was established in 1906 and is headquartered in Boston, MA, USA. It employs around 10,000+.
Traffic and audience
Traffic estimates place New Balance at roughly 25 million visits per month, about 0.8 million per day. Around 68% mobile of sessions come from mobile devices, and visitors view about 5.6 pages per visit with an average session of 5 min.
How New Balance makes money
Revenue comes primarily from product sales, alongside wholesale.
Competitors in United States
Its closest rivals include nike.com, adidas.com, footlocker.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1906
New Balance is founded in Boston, MA, USA.
- Growth phase
Expands its technology offering and moves to a mobile-first product.
- Today
Ranks #428 among the most visited websites in United States.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Fast, reliable core product used daily
- Deep local language and market support
- Strong developer and integration ecosystem
- Free tier with broad reach
Cons
- Data collection and privacy questions from advertising
- Feature set can be complex for new users
- Limited direct customer support
- Dependence on advertising revenue
Key statistics
Frequently asked questions
Who owns New Balance?
New Balance is operated by New Balance Athletics, Inc.. Private company structure, based on public filings and press reporting.
Where is New Balance headquartered?
New Balance is headquartered in Boston, MA, USA.
When was New Balance founded?
New Balance was founded in 1906 by William J. Riley.
How many employees does New Balance have?
New Balance employs approximately 10,000+ people.
What is New Balance's revenue?
New Balance's revenue: ≈ $7 billion annual revenue (est.).
Who are New Balance's competitors?
Main competitors in United States include nike.com, adidas.com, footlocker.com.
How does New Balance make money?
Mainly product sales, wholesale.
Is New Balance publicly traded?
No — New Balance is not listed as an independent public company; it is operated by New Balance Athletics, Inc..
How many visitors does New Balance get?
Third-party estimates place New Balance at roughly 25 million visits per month, mostly from United States, with 68% mobile traffic.
Is New Balance safe?
New Balance is an established technology site founded in 1906 and ranked #428 in United States; use the official domain newbalance.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsnewbalance.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited States and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos