New Balance, a global leader in athletic footwear and apparel, has been making some pretty bold moves lately. On October 15, the brand announced it had signed nine women athletes from basketball, soccer, softball, and track to its NIL roster.
They also revealed a separate NIL partnership with Jordan Smith Jr., a top-ranked boys’ basketball prospect. This move really shows New Balance is serious about supporting young athletes and shaking up its ambassador lineup.
New Balance’s Commitment to Women’s Sports
These new signings highlight New Balance’s push to promote women in sports. Adding nine women athletes to its NIL roster is a pretty strong signal about where the company stands on gender equality in athletics.
Some of the standouts include:
- Sienna Betts: UCLA freshman forward, ranked No. 2 by some services and No. 3 by Rivals. She’s already partnered with Gorjana jewelry and the Unrivaled basketball league.
- Haylen Ayers: High school shooting guard from the class of 2027, showing New Balance is looking to nurture talent early.
- Tatiana and Silvana Flores: Liga MX Femenil sisters with serious social media reach—Tatiana has over 1 million Instagram followers.
- Karlyn Pickens: Tennessee softball pitcher, holds the NCAA record for the fastest pitch at 79.4 mph.
Basketball Additions
The basketball roster just got a big boost with Sienna Betts and Haylen Ayers joining in. Betts, who’s at UCLA with her sister Lauren, is already highly decorated.
She was named the 2025 Morgan Wooten National Player of the Year and signed a multiyear deal for footwear and apparel with New Balance. Betts’ existing endorsements and high ranking make her a pretty valuable pick for the brand.
Jordan Smith Jr.: A Rising Star
In another announcement, New Balance signed Jordan Smith Jr., a five-star shooting guard from Washington, D.C. He’s ranked No. 3 overall in the 2026 class by Rivals and has a $1.4 million On3 NIL Valuation.
His partnership is especially interesting since he’s represented by Klutch Sports Group and grew up in a city where New Balance is basically the official shoe. That kind of connection can’t be manufactured.
Soccer Signings: The Flores Sisters
Tatiana and Silvana Flores mark New Balance’s big step into women’s soccer. Both sisters play in Liga MX Femenil—Tatiana for Tigres Femenil and Silvana for Pumas.
They’ve got backgrounds in England’s youth soccer and have played internationally for Mexico. That brings a pretty global flavor to New Balance’s roster.
Breaking New Ground in Softball
Karlyn Pickens joining New Balance’s NIL roster is a first for the brand in collegiate softball. Pickens, a junior pitcher for Tennessee, has set some serious records, including the NCAA’s fastest pitch.
Her stats are wild: a 22-8 record, 0.90 ERA, and 252 strikeouts in 204 innings during her 2025 junior season. She’s definitely one to watch.
Track Athletes: The Unsung Heroes
New Balance also added track athletes in the October 15 announcement, though they didn’t name names. Still, it shows the brand’s commitment to supporting all sorts of athletic talent.
They’ve got a history here—think Olympic hurdler Sydney McLaughlin-Levrone and sprinter Gabby Thomas. Not every brand pays attention to track, but New Balance seems to get it.
Strategic Implications and Future Prospects
Expanding the NIL roster is a sharp move by New Balance. By signing athletes from all kinds of sports and backgrounds, they’re boosting their visibility and building a sense of inclusivity in sports.
Long-Term Vision
Desron Dorset, head of basketball marketing, says New Balance looks beyond just athletic performance. They care about the personal side—character, family values, the whole package.
That’s pretty clear with signings like Sienna Betts, who’s recognized for more than just her skills on the court.
Historical Context
New Balance jumped back into basketball in 2018, and since then, they’ve spread into other sports. Their current roster isn’t just pros like Cameron Brink, Kawhi Leonard, and Shohei Ohtani—it’s also college and high school athletes.
That kind of mix shows New Balance is in it for the long haul, aiming to nurture talent at every level. It’s a strategy that feels both smart and, honestly, a little refreshing in today’s sports world.
Conclusion
New Balance’s latest NIL signings are a pretty big deal for the brand. They’re making moves to back young athletes in a way that’s hard to ignore.
By adding more women athletes and snagging a top boys’ basketball prospect, New Balance is shaking things up in the sports world. There’s something refreshing about a brand that actually seems to care about inclusivity and real representation.
If you’re curious and want the full scoop, you can check out the article here.
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