In a move that has nothing to do with running and marathons  and everything to do with brand building and local commitment, Boston-based New Balance last week entered into a long-term agreement that makes it the official and exclusive athletic footwear and apparel supplier of the New England Patriots and Gillette Stadium.

A major part of the agreement is the opening this Spring of a new training center next to Gillette Stadium that will be officially named the New Balance Athletics Center, with surrounding practice fields branded as New Balance Practice Fields. The 160,000-square-foot facility will support training, strength, conditioning and recovery.

New Balance will “work closely with the team to provide product innovation for footwear and athletic apparel.”

New Balance will also serve as the presenting sponsor of the New England Patriots Training Camp as the team prepares for the 2026/27 season.

New Balance branding will also be integrated year-round across in-stadium signage, on-field placement, Patriots Place, and Patriots digital, social and broadcast platforms.

In addition, as a Cornerstone Partner of the Patriots Foundation, New Balance will collaborate with the organization to develop, support and promote charitable initiatives, serve as the presenting sponsor of the Patriots youth football programs (tackle and flag) to increase participation, access and community impact.

“New Balance is a brand that shares our deep roots in New England and our commitment to performance, innovation and excellence,” says Jonathan Kraft, president of the Kraft Group and owner of the New England Patriots. “As we look to the future, this new training facility will be a reflection of our relentless pursuit of improvement, providing our players and coaches with a world-class environment to prepare and compete for championships. We are proud to partner with New Balance, a company that understands what it means to represent this region with pride and to perform at the highest level.”

As part of the agreement, New Balance will also work with the New England Revolution, including youth soccer programs and clinics in New England, to support the growth of youth sports across the region.

And presumably sell a few sneakers along the way.