By Mark Pszonak
In what can be classified as a unique decision, Boston College announced this morning that New Balance had officially become the footwear and apparel sponsor for the football program.
New: Boston College will become the first FBS team to wear New Balance jerseys this upcoming season.
— Matt Fortuna (@Matt_Fortuna) June 2, 2025
The Eagles had signed with the Boston-based company for all sports but football in 2021, while wearing Adidas football jerseys. pic.twitter.com/EsNEoKoygO
New Balance is the sixth largest sneaker brand in the world based on revenue, only behind Nike, Adidas, Puma, Anta Sports and Sketchers, so that isn’t the unique part of the decision. Where the uniqueness lies is the popularity, or lack of it, that the brand has with the younger generation, and more specifically, the recruits and players that will be wearing the apparel.
The Boston-based company is more known for its running shoes, and the even more popular “dad shoes”. If you’re not familiar with “dad shoes”, here is a quick definition courtesy of AI:
“New Balance dad shoes are a style of athletic-inspired sneakers, characterized by their chunky soles, retro designs, and comfort-focused construction. They have gained popularity due to their versatility and appeal to a broad audience, including those seeking comfort and style.”
Having your football program connected to a brand most known for its “chunky soles” is a unique strategy by the Boston College administration. However, as expected, New Balance is quite excited about this new relationship.
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On the field, football is a game of inches. Before that, it’s a game of hours. Hours studying film, hours practicing, hours prepping. Nothing less than total dedication. It’s how Boston College has always played and it’s how New Balance has always made things. Together, we’re… pic.twitter.com/7MxM6jGATT
— New Balance (@newbalance) June 2, 2025
Maybe Boston College has started a trend, but that is highly unlikely. It is more likely that there will be a multitude of entertaining on-line comments, memes and GIFs created today.
