A major footwear player is committing to community aid and career growth for thousands in the shoe industry.
When a sneaker brand gives back, it tends to stick with its lane: youth sports programs, wellness initiatives, a nod to its hometown. New Balance is doing all that and more. This time, it’s going deeper into the industry it calls home.
The New Balance Foundation has committed over $1 million to the Two Ten Footwear Foundation, the industry’s behind-the-scenes support system for workers in crisis. The donation is set to roll out over three years, with $350,000 earmarked annually through 2028. The funding will fuel everything from emergency aid to professional development and networking programs across the footwear sector.
The Foundation, established in 1981 by Jim and Anne Davis, has long positioned itself as a quiet power player in philanthropic circles. With over $150 million donated to date and $12.4 million contributed just this year, New Balance has consistently backed organizations rooted in community work. Its history with Two Ten stretches back three decades and includes $4.67 million in support.
For those unfamiliar, Two Ten is the industry’s lifeline, a safety net for footwear employees hit by disaster or personal hardship. It also champions initiatives like WIFI (Women in the Footwear Industry), which has found new momentum recently thanks to leaders like Melissa Worth, SVP of the Americas at New Balance and a founding member of WIFI’s advisory board. At the group’s latest gala, her team was recognized for revitalizing that space and growing its reach across the industry.
New Balance CEO Joe Preston isn’t just cutting checks. As the current board chair of Two Ten, he brings a personal commitment that goes beyond his executive title. He’s been involved with the organization since 1999 and has served on its board since 2019. Several other execs from New Balance are plugged into Two Ten’s programming, including on its leadership councils.
This move isn’t a pivot. It’s a continuation of New Balance’s growing footprint in global social impact. Earlier this year, the brand also launched “Futures in Motion” with Beyond Sport, a new international initiative that uses sport as a vehicle for youth development. It kicked off in Australia, Japan, and Poland and is expected to expand to more countries through 2028.
So while the sneakers may stay white and the logo classic, the brand’s vision for what a footwear company can be keeps widening. This isn’t about good PR. It’s about showing up for the people who keep the industry on its feet.
