Privacy Policy

Last Updated: March 1, 2024

Thank you for placing your trust in New Balance, with a registered address at 100 Guest Street, Boston, Massachusetts, New Balance Canada, Inc., 5-2905 Argentia Rd., Mississauga, ON L5N 8G6. This Privacy Policy describes how we collect, use, share, and protect your personal information and explains the choices that you have with regard to how we use your personal information. 

This Privacy Policy applies to the following services operated by New Balance Canada, Inc. and its affiliates ("New Balance", "we", "us", or "our"): 

  •, and any other websites owned and/or operated by New Balance that contain a link to this Privacy Policy (collectively, the "Websites");
  • all mobile applications that contain a link to this Privacy Policy (collectively, the “Apps”); and
  • all services made available by New Balance, including through the Website, Apps, marketing materials, and through services offered electronically and in person where a link to this Privacy Policy is provided.

For purposes of this Privacy Policy, the foregoing services are referred to, collectively, as the "Service”. 

This Privacy Policy applies whether you are a "Visitor" (which means that you simply browse the Service) or you are a "Patron" (which means that you have participated in, registered with, or transacted with the Service or a component thereof). By accessing, viewing and/or using the Service and/or providing us with personal information through the Service, you are indicating your consent to be bound by this Privacy Policy and to our use of your personal information in accordance with this Privacy Policy. If you provide or we collect personal information through the Service, you acknowledge and agree that it may be stored on servers hosted outside your jurisdiction of residence (for example, outside your province or outside Canada) such as in the United States of America and/or in other third party countries. Your personal information is subject to the laws of the countries in which it is stored and used, and the privacy legislation of these countries may differ from those applicable to your country of residence. Any Personal Information transferred to another jurisdiction will be subject to law enforcement, regulatory, and national security authorities in that jurisdiction.

We suggest that you review this Privacy Policy periodically as we will update and change it from time to time.

What Information Does New Balance Collect About You?

How Does New Balance Collect Your Information?

How Does New Balance Use Your Information?

How Does New Balance Share Your Information?

What Steps Does New Balance Take to Secure Your Personal Information?

What is New Balance’s Children’s Privacy Policy?

How Do Links From New Balance to Other Sites Affect You?

What Are Your Privacy Rights?

How Can You Opt-Out/Unsubscribe From New Balance Communications or Transmission to Third Parties?

How Can You Update Your Information or Delete Your Account?

What If You Have More Questions About the New Balance Privacy Policy?




Name, phone number, mailing address, email address, date of birth, social handles, and/or other similar identifiers 

Payment Information

Payment method, credit/debit card numbers, and/or billing address 

Commercial Information

Products or services you have purchased, returned, exchanged, and/or considered.

Information Shared in Communication With Us

Contents of communications, e.g., chats, emails, text messages, letters, and/or phone calls 

Demographic Information

Gender, ethnicity, age, household income, education, marriage status, and/or number of children 

Audio and Visual Information

Video recordings (e.g., when you visit one of our stores or participate in a focus group) or call recordings (e.g., when you call our Customer Care team) 

Internet or Other Electronic Network Activity Information

Internet browsing, search history, and other information regarding your interactions with our Websites, Apps, emails, and/or advertisements 

Device Information

IP address, unique device identifiers, cookie identifiers, device and/or browser settings 

Geolocation Data

Information that permits us to determine your location, such as if you manually provide location information or enable your mobile device to send us precise location  

Physical and/or Biometric Information

Height, weight, shoe size/width, images of your feet, foot pressure, gender, gait, video and audio recordings of your physical activity, and medical and injury history 

User Content

Images, commentary, and videos, such as when you share a product review or picture with us  

Optional Preferences

Your interests (such as running habits and hobbies) and clothing and shoe preferences 


Inferences about or derived from any of the information above that may relate to your preferences or other matters. 



We collect personal information you provide us, such as when you use the Websites, make a purchase, create an online account, sign up for email or direct mail, contact us, provide feedback, submit a product review, fill out a survey, participate in a study, interact with us in store, participate in a contest, event, sweepstakes, or promotion, participate in our Wear Testing or Sports Research Lab programs, or provide information in connection with our foot scanning experience.


We collect video recordings and photographs of you that we may use for security, fraud detection and prevention, product loss and damage prevention, incident reporting, and operational purposes.


If you interact with us on social media or use features, such as plugins, widgets, or other tools made available by social media platforms (including Instagram, Facebook, Twitter, Google, YouTube, TikTok, and Pinterest) in connection with our Websites and social media pages, we collect information that you elect to provide us or that the social media platforms disclose to us. This Privacy Policy does not apply to third party social media platforms’ use of your personal information. For more information about the privacy practices of social media platforms that you use, please review their privacy policies and settings.


Our licensed stores, which are independently-owned and separate entities, from New Balance may also collect personal information, which may or may not be shared with us. This Privacy Policy does not apply to the licensed stores other than to the extent New Balance itself may use personal information received from those licensed stores.


We may obtain information about you from other sources, such as data and data analytics providers, marketing or advertising service providers, fraud prevention service providers, vendors that provide services on our behalf, or publicly available sources. We also may create information based on our analysis of the information we have collected from or about you.


With your consent or as permitted under applicable law, when you visit our Websites, use our Apps, open or click on emails we send you, or interact with our advertisements, we (and/or third parties we work with), automatically collect certain information using online tracking technologies such as cookies, pixels, and web beacons.

We also allow certain third parties to place online tracking on our Websites following an internal approval process and only as permitted by New Balance. The information collected from this tracking is used for analytics and advertising purposes, such as targeting you with relevant advertisements across other websites as well as delivering product recommendations and personalized services. Please note that this Privacy Policy does not cover usage of your information collected by these third-party companies. You will need to contact these third-party companies directly for more information about their privacy policies and your choices regarding the information they collect.


We use the categories of personal information described above for the following business purposes:


  • Enable you to select products, place them in your shopping cart, and make a purchase.
  • Process your purchase and payment, confirm your orders, apply discounts, and process returns.
  • Communicate with you about your order, account information and/or customer service needs.


  • Recognize you when you come back to the Websites or retail store.
  • Maintain your account information, such as saving your purchase history and 3D foot scans.
  • Customize your communications and shopping experience.
  • Link your various devices to create a more relevant shopping and marketing experience for you, e.g., if you add an item to your cart from your desktop computer, we can show you that item in your cart when you log on to your account from a different device.


Use information collected automatically from you:

  • To connect with information we already have about you to identify you as a New Balance Patron. If we are able to identify you, we may, for example, link your activity on our Websites to your activity in a New Balance store or on an App. This allows us to provide you with a more personalized shopping experience.
  • For reporting and analysis purposes. For example, we examine metrics such as how you are shopping on our Websites, in our stores, and on our Apps, the performance of our marketing efforts, and your response to those marketing efforts.


Respond to and/or follow-up on your requests, inquiries, issues, or feedback, and to provide customer service. 


  • Send marketing, advertising, and promotional communications by email and postal mail to notify you about new products and services, special offerings and other promotions.
  • Create inferences about you based on your activity using the Service. For example, if you browsed running shoes on the Websites, we may use that information to send you marketing communications or advertisements displaying running apparel.
  • Participate in interest-based advertising (IBA), also known as online behavioral advertising (OBA), that utilizes third-party advertising companies to display ads tailored to your individual interests based on how you browse and shop online, as well as to provide advertising-related services such as ad delivery, reporting, attribution, and analytics.
  • Permit third-party companies to collect certain information when you visit our Websites or use our Apps, and use that information to serve ads for New Balance products or services. These companies use non-identifiable information (e.g., click stream information, browser type, time and date, subject of advertisements clicked or scrolled over, hardware/software information, and session ID) and identifiable information (e.g., IP address, hashed email) during your visits to our and other websites to provide advertisements about goods and services likely to be of greater interest to you. These companies typically use a cookie, web beacon or other similar tracking technologies to collect this information.
  • We also use your personal information to display targeted ads to “lookalike” audiences (such as consumers who share traits with you, such as running preferences) via social media platforms (as determined by the social media platform). See the policies of each social media platform for more information about these types of ads.


We use third party analytics tools, including those from Google, Inc. (“Google”), Adobe Systems Incorporated (“Adobe”), and Content Square Inc. (“Content Square”), that use cookies to help us analyze how users use our Websites and Apps. The information generated by the cookie about your use of our Websites and Apps (including your IP address) will be transmitted to and stored by Google, Adobe, and Content Square, respectively, who will use this information to evaluate your use of our Websites and our Apps, compile reports on activity for website and application operators, and provide other services relating to online activity and Internet usage. For more information regarding how Google analytics collects and processes data, please see Google, Adobe, and Content Square may also transfer this information to third parties where required to do so by law, or where such third parties process the information on their behalf.


  • Analyze and improve the performance of the Websites, Apps, and our marketing campaigns.
  • Innovate and develop products, including footwear, apparel, and accessories.
  • Understand how Visitors and Patrons use our Service and interact with the emails we send, in order to learn what pages are most attractive to our Visitors, which parts of the Service are the most interesting, and what kind of offers our Patrons like to see.
  • Improve our business to better respond to your needs.
  • Maintain the security of our Websites and Apps, prevent crashes, fix bugs, and assist with basic site functions.
  • Use and disclose information that is aggregated and no longer personally identifiable or is otherwise de-identified, for any business purposes.


To enforce our policies and protect the rights, property, and safety of New Balance, Visitors, and Patrons, and to comply with government requests, court orders, or other legal obligations.  


We share the categories of personal information described above for purposes set forth in this Privacy Policy with the following categories of third parties:


We may share your personal information within the New Balance organization, which includes all of New Balance’s global affiliates.


For the purpose of operating our business, we may transfer your personal information to our third party service providers who use that information only to conduct New Balance business (“Service Providers”). For example, these Service Providers may handle New Balance credit card processing, shipping, data management, email distribution, information analysis, promotions management, marketing, internal and external website hosting, software, and other services for New Balance. We only provide our Service Providers with the personal information they need to perform their services and work with them to respect and protect your personal information.


We may disclose personal information upon governmental request, in response to a court order, when required by law, to enforce our Websites’ policies, or to protect our or others' rights, property or safety. We may also share personal information with companies assisting in fraud protection or investigation. We do not provide personal information to these agencies or companies for marketing or commercial purposes.


From time to time, we may make available certain personal information to New Balance licensed stores as described in this policy. For example, if you reserve a product on the Website(s) for in-store pickup at a licensed store location, we will make your personal information available to the licensed store so that the licensed store may fulfill that order.

New Balance licensed stores have their own privacy practices and any personal information you provide to them will not be subject to this Privacy Policy. If you have questions about the privacy policies and/or practices of a particular New Balance licensed store, we suggest that you contact the applicable New Balanced licensed store directly.


If you elect to submit a review regarding a New Balance product, we may share the following information provided as part of your review with select third party retailers who sell New Balance products to display on their respective websites: the review headline, your nickname, the star rating, the content of the review the location and date of the review, and any images you upload with your review.


We may share your personal information elsewhere where you direct or request us to, or with your consent.

For example, you may elect to have your feet scanned in store to receive sizing and footwear recommendations. New Balance offers this service through its service provider, Volumental AB (“Volumental”). You do not need to provide any personal information to have your feet scanned and receive in-store product recommendations. However, you may receive an electronic copy of your foot scan if you choose to provide your name, gender, email address, and associated purchase information, which will be used by New Balance (for the purposes set forth in the Section above: How Does New Balance Use Your Information?) and Volumental, independently. Please note that in order to continually improve the recommendations made to you and other consumers through use of the Volumental foot scanning solution, New Balance will send your product purchase data associated with that email address (if you choose to provide your email address) to Volumental on a continual basis until you opt out and you hereby direct us to send your purchase information to Volumental for these purposes.

Any personal information you provide in connection with your foot scanning experience, including any opt-out requests, will be used by Volumental as described in its privacy policy.


In connection with the sale or transfer of some or all of our business assets, we may transfer the corresponding information regarding our customers. We also may retain a copy of that information.


We have a variety of security measures to protect against the loss, misuse or alteration of your personal information. To ensure the information you provide online is secure during transmission, we use industry standard encryption while processing any personal information. These controls are certified by Entrust. You can review our security certificate using your browser by clicking on the closed lock or solid key image at the bottom of your browser on any of the secure pages on our Website. This will display our Service security information.

Depending on the volume and sensitivity of the information, the purposes for which it is used, and the format in which it is stored, we implement a combination of the following additional measures to protect your personal information: 

  • Internal policies and procedures that define the roles and responsibilities of our employees throughout the life cycle of an item of information and limit their access to that information on a “need-to-know” basis;
  • Physical, electronic and procedural safeguards that comply with relevant standards to protect personal information;
  • A designated compliance team and Privacy Officer to monitor New Balance’ compliance with applicable privacy laws;
  • Employee training in privacy and information security; and
  • Procedures for receiving, investigating, and responding to complaints or inquiries about New Balance’s information handling practices.

Our Service provides you with the ability to save your credit card number in your New Balance account. To protect your security, we do not store your credit card number or any credit card sensitive authentication data on New Balance systems. Saved payment methods are saved directly with our payment acquirer and New Balance only maintains a token which is not valid for payment via any other merchant.

Please note that while we take commercially reasonably steps to protect your personal information, no system is 100% secure and you use the Service at your own risk.


New Balance does not knowingly ask for personal information from anyone under the age of 16 (a "Child") on our Websites or Apps. If a Child otherwise submits personal information to us on our Website and/or Apps, and we know that the person providing the information is a Child, we will not use or disclose it for any purpose and will use commercially reasonable efforts to delete the information as soon as we discover it. If you become aware that a Child has provided personal information to our Websites or Apps, please contact our Customer Care team here.

While New Balance's policy prohibits children under 16 from registering with our Websites and/or Apps, parents should supervise their children's online activities and consider using parental control tools available from online services and software manufacturers that help provide a kid-friendly online environment. These tools can also prevent children from disclosing online their name, address and other personal information without parental permission.

New Balance may collect limited personal information from children under the age of 18 in connection with consumer research (for example, through our Sports Research Lab or through consumer focus groups) or through New Balance-sponsored events, but only where we have received express parental consent.


At times, we may provide links from our Websites and Apps to other websites and applications operated by third parties. These links are provided only for your convenience and intended to add value to your visit. However, we do not have control over the linked websites and applications, which are independent from New Balance and have separate privacy policies and terms and conditions. When leaving our Websites and Apps, you need to be aware that our policies no longer apply. Therefore, we will not be responsible for the accuracy, relevancy, availability, reliability, copyright compliance, legality or decency of material contained in third party websites and applications linked to our Websites and Apps. We strongly encourage you to review the terms and privacy policies of any third-party websites and applications before using their sites. 


Except in limited circumstances established in the law, you have the following rights with regard to your personal data: 

What does that mean?
1. Right to be informedYou have the right to be informed in a clear, transparent and easily understandable manner about how we use your personal data, as well as your rights. This is why we communicate this information to you through this privacy policy.
2. Right of access
You have the right to obtain access to the personal data we maintain about you and certain other information (similar to that provided in this Privacy Policy).
3. Right of rectification
You have the right to ask us to amend the personal data we hold about you if it is inaccurate or incomplete. If you have opened a “My Account” account with us, you can also, at any time, view and update your contact details and billing and delivery addresses by logging into your “My Account” page on our site Internet. See section 14. HOW CAN I ACCESS, UPDATE OR DELETE THE INFORMATION CONTAINED IN “MY ACCOUNT”? for more information.
4. Right of deletion
Also known as the “right to be forgotten”, it allows you to request the deletion or removal of personal data that we hold about you. This is not a general right of deletion; there are exceptions. For example, we have the right to continue to use your personal data if such use is necessary for compliance with our legal obligations or for the establishment, exercise or defense of legal claims. If you have a “My Account” account with us, you can delete this account at any time by logging into your “My Account” page on our website. See section 14. HOW CAN I ACCESS, UPDATE OR DELETE THE INFORMATION CONTAINED IN “MY ACCOUNT”? for more information.
5. Right to data portability
You have the right to obtain and reuse the personal data we have about you in a structured, commonly used and machine-readable format, and (where technically feasible) to request that this information be transmitted to another “data controller”, if: (a) it concerns personal data that you have provided to us; (b) we process such data based on your consent or in order to perform a contract with you; and (c) the processing is carried out by automated means.
6. Right to withdraw consent to processing
If you have authorized us to process your personal data for a particular purpose (for example, as part of marketing communications), you have the right to withdraw your consent at any time (although, if you do so, this does not mean that the processing of your personal data up to that point is illegal).



If for any reason you would like to stop receiving any emails sent by New Balance that notify you of upcoming events, promotions, sales, new products, or contain other commercial communications, simply click the unsubscribe link provided at the bottom of any email or you may contact our Customer Care team here. By clicking the unsubscribe link, you will be directed to an unsubscribe page where you can remove your information from either the email or New Balance direct mail sign-up.


You may prevent your mobile device from sharing your location data by adjusting the permissions on your mobile device or within the relevant App.

Web Analytics Services

To opt-out of Google analytics, please see: To opt-out of Content Square tracking, please see:

Cookies, Tracking, and Interest-Based Advertising

Cookies: You may configure your device to turn off receiving cookies by following the instructions of your browser. Should you stop receiving cookies, we may not be able to provide you with certain personalized services on the Websites.

Cross-Device Linking: To opt-out of cross-device linking, you must go to the Digital Advertising Alliance’s Choices page at and perform a global opt-out on each browser and device on which you would like to be opted out. Opting out in this manner means that the browser on the device from which you opt-out will no longer receive information collected on devices linked to it, that devices linked to it will not receive information collected from the opted-out device, and that the vendor will not transfer information collected from the opted-out device to a third-party. Please note that this will not opt you out of cross-device linking or advertising across linked devices based solely on your visits to the Websites or Apps, or your interaction with New Balance advertisements.

Interest Based Advertising: If you wish to opt-out of interest-based advertising, you may do so at Advertising Initiative) and Digital Advertising Alliance). Please note that if you choose to opt out of interest-based advertising, you may continue to see ads on the Service and other sites, but they will not be based on how you browse or shop at New Balance. Further, to successfully opt-out, you must have cookies enabled in your web browser; if you successfully opt-out and then delete your browser’s saved cookies, you will need to opt-out again.

To adjust settings for New Balance please click on the “Custom Settings” link at the bottom of the website. Alternatively, you may visit our Service using a legally recognized device or browser-based universal opt-out mechanism such as the Global Privacy Control. Please note that we may continue to collect and share personal information about you with other third parties, including to continue providing services to you where sharing of your personal information is for purposes other than targeted advertising and as permitted by law. Adjusting your settings using the link above will only opt you out of any sharing activity on the browser and device you are using for the New Balance Websites you are visiting once you tap the “confirm” button.


You may create a New Balance account on the Website, where you will be able to modify your contact information, update your billing and shipping addresses, view past orders, and view any 3D scans of your feet. To delete your account, please contact our Customer Care team here. For security purposes, complete credit card information (for example, your CCV number) is not saved with your account. Remember that you are responsible for protecting the user name and password for your account and, as set forth in the Terms and Conditions, you will be responsible for all activity occurring through the use of your user name and password.


If you have any questions or concerns, please contact our Customer Care team here.

If you have questions about this Privacy Policy or your rights under applicable law, or to request access to an alternative format of this notice, you may reach us at