Through its “Empowering People” program, New Balance highlights corporate DEI initiatives across hiring, training, and employee engagement. The company boasts of associate resource groups, inclusivity training, and internal volunteer programs designed to reinforce diversity goals. Rather than staying focused on athletics, NB actively markets its HR policies as part of its brand identity. For consumers, that means buying sneakers now comes with a side of corporate diversity lectures.

New Balance rolled out its “Everybody’s Welcome” signature campaign for Pride 2021, complete with shoes, apparel, and a short film celebrating the LGBTQIA+ community. The collection features art by Zoie Lam, with gender-fluid, whimsical designs aimed at promoting inclusion. NB also supported GLSEN’s “Changing the Game” program and spotlighted LGBTQ youth stories. This wasn’t just fashion—it was full identity politics baked into sneakers.

In 2020, New Balance joined the Pride parade in the sneaker world with colorful shoes, rainbow accents, and apparel designed for visibility. They leaned into LGBTQ imagery and slogans, pushing the idea that being loud in self-expression is an athletic virtue. Instead of just making running gear, NB made its store shelves into political display windows.

New Balance launched “Black Soles,” an employee-driven collective designed to amplify Black voices within the company and the footwear industry. It also partnered with designer Joe Freshgoods for the Conversations Amongst Us campaign, highlighting Black culture and community through sneakers and apparel. Instead of simply selling running shoes, New Balance made identity politics part of its product storytelling. The effort was marketed as both an internal DEI push and an external brand statement.