New Balance expands sports presence with athlete signings and new campaigns

New Balance has announced several major developments involving athlete partnerships and product campaigns in Japan. Middle-distance runner Clay Aaron Ryuba, who holds the second-fastest all-time 800m time in Japan, has signed a new contract with the brand to support his pursuit of global competition.

In professional golf, New Balance-contracted athlete Miyu Yamashita secured her fourth victory of the season by winning the Aramco Korea Championship on the Ladies European Tour. This victory marks a significant milestone in her international career across Japanese, American, and European tours.

Additionally, the brand has launched a new campaign titled ‘983’ featuring aespa member Winter as a brand ambassador. The campaign highlights a modern reinterpretation of 2000s performance running shoe designs.

Separately, Spalding Japan has introduced its 2026 Autumn/Winter long-sleeve T-shirt collection, featuring functional materials with moisture-wicking and UV-cut capabilities, including collaborations with SpongeBob and the University of Michigan.