In 2010, New Balance Foundation made its first gift to Good Sports. More than 15 years later, that single donation has grown into one of our most significant national partnerships, helping put brand-new sports gear into the hands of kids in communities with high need, from coast to coast.
A Partnership Built on Direct Impact
That first investment in 2010 set the tone for what was then a direct impact model supporting more than 300 youth-serving organizations. Through 2021, that support added up to more than $637,000 in brand-new sports equipment, apparel, and footwear.
During that first decade, we were able to reach kids in nearly every region of the country, connecting Good Sports with programs in California, Maine, Texas, New York, New Jersey, Massachusetts, and dozens of states in between. It’s part of what’s made the New Balance Foundation one of our most significant national partners.
Showing Up When It Mattered Most
In addition to New Balance Foundation’s support from a grantmaking perspective, New Balance Athletics provided corporate support, as well.
In 2023, we teamed up with New Balance’s collaborative partner Klutch Sports Group, agent Rich Paul, and NFL player Chase Young to donate more than $30,000 in brand-new gear, supporting flag football and recreational play opportunities for a program in Kansas City.
That same year, when a shooting devastated the Lewiston, Maine community, New Balance helped Good Sports respond quickly, through gear donations. As the community began to heal, getting back to practice, to games, and to teammates offered a sense of routine and connection that mattered most in a time of recovery.
In 2025, New Balance donated 10,000 pieces of shoes and apparel to support our Restore Play initiative in response to the Los Angeles wildfires.
Evolving the Partnership: Investing in She Who Plays
Our partnership began to evolve in 2020. NBF shifted its support to She Who Plays, our initiative focused on closing the gender participation gap in youth sports and giving girls the gear they need to start – and stay – playing confidently.
Their sustained giving has helped Good Sports facilitate impact at scale through She Who Plays since 2021, including:
- Donating $17.8 million in brand-new gear
- Reaching 1.1 million girls and young women
- Getting more than 70,000 additional girls and women enrolled in sports
Beyond the Funds
New Balance Foundation’s commitment to Good Sports goes beyond financial support. Their employees have also volunteered directly at Pick-Pack-Play days and in our warehouse, supporting our team by packing play kits and preparing gear to be distributed to programs across the country. Partnership can take a lot of shapes, and showing up in person matters just as much as showing up financially.
A Model for What Partnership Can Do
The New Balance Foundation has shown what sustained, flexible support can accomplish: opening doors for kids from coast to coast and helping fuel programs at a national scale.
Want to make a similar impact? Reach out to dolds@goodsports.org to learn about partnering with Good Sports or visit our partnership page.
Aboutthe New Balance Foundation
Since 1981, New Balance Foundation invests in vibrant communities where associates live and work, supporting community-led initiatives rooted in health, education, and sport to drive opportunity—building brighter futures for every family. Grantmaking focuses on community- led, outcomes-driven initiatives that promote access to sport, educational support, career readiness and overall well-being. New Balance Foundation creates lasting change through long-term investments in nonprofit partners. Our sustained, strategic, and flexible support empowers organizations to evolve over time, scale what works, and remove barriers for young people around the world. We have granted funds to more than 95 trail-blazing non-profits across the 12 countries. For more information, please visit www.newbalancefoundation.org.
