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New Balance Steps into the Metaverse

The heritage footwear company known for its dad shoe swag is diving headfirst into the future of Web3.

New Balance is best known for its old school approach to footwear, despite the forward-thinking nature of its name. So you’d be forgiven for thinking the company wouldn’t be ready to join the metaverse.

But you’d be wrong.

Trademark attorney Josh Gerben of Gerben Intellectual Property notes that New Balance has filed three trademark applications that seem to indicate a future in Web3:

The trademark application calls for New Balance to sell virtual shoes, clothing, and equipment in the ever-expanding metaverse, making them yet another footwear company to do so.

Nike has already entered the space in collaboration with RTFKT and Roblox, while Adidas has done drops with Bored Ape. Just a few days ago, Gerber reported that PUMA had also filed patents in an attempt to go virtual by way of the metaverse.

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Banking billions off of running shoes and walking models focused on function over flash, New Balance has long defined itself as authentic. Reliant on their core ethos of quality and comfort while expanding into the world of fashion, the footwear company loved by everyone from Matt Bonner to Phife Dawg has seen major success in recent years, ranging from their re-entry into performance basketball to sustainable sneakers designed by Jaden Smith.

Collaborations with Salehe Bembury, JJJJound, Joe Fresh Goods, and Aime Leon Dore have made enough noise to come up in internal Nike meetings, carving a lane in the forever competitive space of sought-after sneakers.

So maybe it’s not surprising that New Balance is readying its metaverse play, after all.

Confused or curious? That’s totally fair. Learn more about Web3 here.

About The Author
Ian Stonebrook
Ian Stonebrook
Ian Stonebrook is a Staff Writer covering culture, sports, and fashion for Boardroom. Prior to signing on, Ian spent a decade at Nice Kicks as a writer and editor. Over the course of his career, he's been published by the likes of Complex, Jordan Brand, GOAT, Cali BBQ Media, SoleSavy, and 19Nine. Ian spends all his free time hooping and he's heard on multiple occasions that Drake and Nas have read his work, so that's pretty tight.