Privacy Policy

Last Updated: September 22, 2023

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. You are very important to us and we want to provide you with a safe and secure online experience. This Privacy Policy describes how we collect, use and share information that identifies you (“Personal Information”) and explains the choices that you have with regard to how we use your Personal Information. 

The Privacy Policy applies to (the "Service"), operated by New Balance Canada, Inc., and its affiliates (“New Balance”, “we”, “us”, or “our”) from Boston, Massachusetts, whether you are a “Visitor” (which means that you simply browse the Service) or you are a “Member” (which means that you have registered or transacted with the Service or a component thereof). By using the Service and providing us with your Personal Information through the Service, you consent to its collection, use and disclosure in accordance with this Privacy Policy as well as to its transfer, use and storage in the United States. This means that your Personal Information will be subject to the laws of both the United States and Canada and may be subject to disclosure under those laws, including to the Government and Government agencies of both countries. We suggest that you review this Privacy Policy periodically as we will update and change it from time to time. The date of the most recent update is posted at the top of the page for your reference.

What Information Does New Balance Collect About Me?

Like most websites, every time you visit our Service, we automatically collect information from you that may be Personal Information. Examples of this type of information include:

  • The type of Internet browser you are using
  • The type of computer operating system you are using
  • The domain name of your Internet service provider
  • The Web page from which you came
  • The pages you visit on our website

We may also obtain data through your Internet browser, such as your IP Address, which is a number that is automatically assigned to your computer when you use the Internet.

With the exception of the information we collect electronically, you can visit many of our Web pages without providing us with any information, including Personal Information such as your name, email address, postal address, phone number, gender, and credit card or other information necessary to process an order or send special announcements. When you visit the Service, we may track your visit and, as described below in the section concerning “cookies, Web beacons and pixel tags”, collect certain data regarding your use of the Service and your activity on the Service.

When you make a purchase from New Balance, request to sign up for email or direct mail, we collect Personal Information that you have volunteered for the purpose. Your submission of this Personal Information is entirely voluntary; however, if you elect not to provide this Personal Information, some of the services and/or features available on and/or through the Service may not be available for your use.

We also collect Personal Information when you elect to submit such information to us when you register for "My Account", participate in a contest, event or sweepstakes promotion, fill out a survey, or contact us (for example via email or by selecting "Ask the Expert" from the Service). Alternatively, you can reply back to the SMS text message with any of the following words: “STOP”, “STOPALL”, “UNSUBSCRIBE”, “CANCEL”, “END”, “QUIT”.  

If you provide us with the Personal Information of someone other than yourself, you are representing to us, and we will be relying on your representation, that you have the consent of that person or are otherwise authorized to provide us with his or her Personal Information. If we collect your Personal Information from someone other than you, we will keep a record of the source of the information.

How do you use my Personal Information?

The personal Information we receive allows us to process purchases you make through the Service, respond to your inquiries and requests, personalize our product offering and improve your online shopping experience, making it more convenient, efficient and enjoyable thereby improving our business and better responding to your needs. More specifically, we may use the Personal Information that you submit to us through the Service to:

  • Customize your communications and shopping experience
  • Process your purchase, confirm your orders and communicate to you about account information or customer service needs
  • Adapt the content and layout of our pages tailored to your needs and so you do not have to enter information more than once
  • Unless you opt-out, as explained below, notify you about new products and services, special offerings and other promotions
  • Coordinate contests, promotions, surveys or other website features in which you choose to participate

We may use your Personal Information in the aggregate for purposes such as reporting and marketing. Such aggregate information is not personally identifiable.

How do you share my information?

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. For example, these third party service providers may handle New Balance credit card processing, shipping, data management, email distribution, information analysis, promotions management and insurance requirements or provide us with legal or financial advice. We provide our service providers with the Personal Information they need to perform their services and require them to respect and protect your Personal Information. Some of our third party service providers operate in the United States. Information transferred to these service providers will also be subject to both Canadian and U.S. law and may be subject to a disclosure order under that law. 

For the purpose of operating our business, we may transfer your Personal Information to our licensed stores who process that information only to conduct New Balance business. For example, if you reserve a product through our “Reserve & Pickup in Store” feature on the Service, we may make your Personal Information available to the licensed store so that the licensed store may fulfill that order. In order to reserve an order through the “Reserve & Pickup in Store” feature, you will be required to provide certain Personal Information that will be shared with a licensed store in order to facilitate the payment for and pickup of the applicable merchandise. New Balance licensed stores have their own privacy practices and Personal Information released to the New Balanced licensed stores will not be subject to this Privacy Policy once it is released to the New Balance licensed store(s). If you have questions about the privacy policies and/or practices of the New Balance licensed store at which you will pick-up the applicable merchandise, we suggest that you contact the applicable New Balanced licensed store prior to reserving the applicable order.

On rare occasions, we may disclose Personal Information upon governmental request, in response to a court order, when otherwise required by law, to enforce our website policies, or to protect our or others' rights, property, or safety. We may also share Personal Information with third party service providers and/or law enforcement personnel in connection with the investigation, management and prevention of fraudulent activities. We do not disclose Personal Information to third party agencies or companies for marketing or commercial purposes.

Except as otherwise disclosed in this Privacy Policy or with your prior consent, we will not sell, trade or rent your Personal Information to other companies as part of our regular course of business. However, it's possible that we might acquire or merge with or be acquired by another company or that we might dispose of some or all of our assets, or otherwise reorganize our business. If that happens, your Personal Information may be disclosed to another company, for the purpose of conducting the due diligence required to determine whether to proceed with the transaction or as part of the transaction, but that disclosure will be subject to the recipient using the Personal Information in accordance with this Privacy Policy.

What about information that I post to blogs and other public areas of the Service?

Unsolicited Information includes, but is not limited to, information posted to any public areas of the Service, such as the New Balance blog, any ideas for new products or modifications to existing products, and/or other unsolicited submissions. This Privacy Policy does not apply to Unsolicited Information that you provide through the Service. All Unsolicited Information shall be deemed non-confidential and New Balance shall be free to reproduce, use, modify, disclose, and distribute such Unsolicited Information to others without limitation, attribution or any form of compensation, as further described in the Terms of Use for the Service. You should exercise caution before you post Personal Information in public forums, such as the New Balance blog. Once you release your Personal Information for posting on public forums, New Balance cannot and will not be responsible for the security of the information or the use made of the information by third parties, including for any harm that you may suffer because of or related to the disclosure.

How do I know my Personal Information is secure?

We have a variety of physical, administrative and technological security measures to protect against the loss, misuse or alteration of your Personal Information that you provide to us through the Service, such as limiting the access only to the employees who needs it for the execution of their duties. To ensure the information you provide online is secure, we use leading edge encryption technology during transmission and Secure Socket Layers (SSL) while processing any Personal Information you supply. The file containing Personal Information is located on servers in the United States.

These controls are certified by VeriSign®, a leading Internet security company. 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 site. This will display our Service security information.

For security purposes, your full credit card number is not permanently stored within our system. On occasion, we may temporarily store the entire encrypted credit card number when it is necessary to manually contact a credit card company for verification.

What are cookies, Web beacons and pixel tags? How does New Balance use them?

A cookie is a small removable data file stored by your Web browser on your computer. Cookies allow you to browse and place an order through the Service and let us make shopping more convenient for you. We place a unique identifier in the cookie and use the cookie to connect your computer with the information we store for you in our database.  Cookies do not contain any Personal Information and they do not give us access to your computer.

For example, we use cookies to:

  • Enable you to select products, place them in your shopping cart and make a purchase
  • Recognize you as a returning Visitor when you come back to our site(s)
  • Alert you to new areas of the Service that may be of interest to you
  • Customize Web page content that may be helpful to you

You can choose to have your computer warn you each time a cookie is being sent or you can choose to turn off all cookies. You do this through your Internet browser (such as Internet Explorer or Firefox) settings. Most browsers are initially set to accept cookies. Each browser is a little different, so check your browser Help menu to learn the correct way to modify your cookie settings.

Pixel tags and Web beacons are tiny graphic images that allow us or our service providers to track non-personally identifiable analytic information about your visit to our Service (such as pages viewed or links clicked). Pixel tags and Web beacons also let us know when you have opened an HTML email from us. Using this information we are able to understand how Visitors and Members use our Service. This allows us 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 Members like to see, all for the purpose of improving the Service and better responding to our Visitors and Members interests and needs.

Targeted Product Recommendations and Other Communications:

We use third-party companies to help serve targeted product recommendations and other communications. Specifically, by using the Service these third-party companies:

  • may collect certain information about you (including through the use of cookies and other tracking technologies), including your name, address and email address, as well as your transaction and browsing history, in order to serve advertisements or provide other advertising services to you, including email, display media and direct mail;
  • may use non-personally identifiable information (e.g., click stream information, browser type, time and date, subject of advertisements clicked or scrolled over, mobile advertising identifiers, New Balance App usage and/or location data through the New Balance App) in order to provide advertisements about goods and services likely to be of greater interest to you; and/or
  • may use non-cookie technologies to recognize your computer or device and/or to collect and record information about your web surfing activity (and to keep track of which user identities match to which devices or browsers). Please keep in mind that your web browser may not permit you to block the use of these non-cookie technologies, and those browser settings that block cookies may have no effect on such techniques.

If you wish to opt-out of this program, you may do so at (Network Advertising Initiative) and (Digital Advertising Alliance), or you may let us know by contacting us at Customer Care Center toll-free at 1-800-595-9138 or email 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; once you successfully opt-out, if you delete your browser’s saved cookies, you will need to opt-out again.

What is the New Balance Children's Privacy Policy?

We do not knowingly ask for Personal Information from anyone under the age of majority in their jurisdiction of residence (a "Child"). If a Child submits Personal Information to us and we know that the person providing the information is a Child, we will not use it for any purpose. We will use commercially reasonable efforts to delete the information as soon as we discover it and we will not disclose it to third parties. If you become aware that a Child has provided Personal Information through the Service, please contact us or call our Customer Care Center toll-free at 1.888.832.7084.

While New Balance's policy prohibits children under the age of majority in their jurisdiction of residence from registering with the Service, we recommend that parents 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.

How do Links From New Balance to Other Sites Affect Me?

At times, we may provide links from our Service to other websites operated by third parties. These links are provided only for your convenience and intended to add value to your visit. However, even if the linked website is affiliated with New Balance, we do not have control over these sites, which are independent from New Balance and have separate privacy policies and terms and conditions. When leaving our Service, 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 sites linked to our Service or for the operator’s use and disclosure of your Personal Information. We strongly encourage you to review the terms of use and privacy policies of any third-party sites before using the sites.

What are my privacy rights?

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 limit processing
You have the right to restrict the use of your personal data if you believe that the information we have about you is inaccurate, that our use of such information is unlawful, or that we no longer need to use such information for the purposes why we keep them. When processing is restricted, we may still keep your personal data but we can no longer use it.
6. 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.
7. 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).

For more information about your rights, or if you would like to exercise any of them, please do not hesitate to contact us using the contact details set out below in section, HOW CAN I CONTACT NEW BALANCE IF I HAVE ANY QUESTIONS OR COMPLAINTS ABOUT THIS PRIVACY POLICY? 

Please note that if you ask us to stop using your personal data in a certain way or to delete your personal data, and that type of use or personal data is necessary for us to enable you to use the service, you may no longer be able to use the service as you previously did. This does not impact your right to refuse to receive our marketing communications, which you can exercise at any time and without limitation.

How can I opt-out/unsubscribe from New Balance Email or Direct Mail?

By opting in to be on our email list, you are agreeing to have New Balance use your Personal Information to notify you of upcoming events, offers, promotions, special offers, invitations and sales information. If you do not wish to be on the email list, do not opt in when setting up your account. If for any reason you would like to be taken off the email list, simply click the unsubscribe link provided at the bottom of any email or page of our Service. This will direct you to an unsubscribe page where you can remove your name from either the email or direct mail sign-up. 

Please note that if you decide to opt-out of permitting us to transmit your Personal Information to a third party, we may not be able to process your order.

Please note that if you decide to opt-out of all third-party transmissions of your Personal Information, we may not be able to process your order.

How can I access, update or delete "My Account" information?

Accounts may be created during the ordering process. You can login to or manage your account by clicking the "My Account" link at the top of any page. After logging in, you will be able to modify your contact information, update your billing and shipping addresses, view past orders, or close your account. For security purposes, credit card information 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 applicable to the Service, you will be responsible for all activity occurring through the use of your user name and password. 

How can I contact New Balance if I have questions or complaints about this privacy policy ?

If you have any questions or concerns regarding this Privacy Policy, or if you would like to exercise any of your above-mentioned privacy rights, please contact New Balance at: Customer Care Center toll-free at 1-800-595-9138 or email

Any complaints, inquiries or questions regarding New Balance’s policies and practices may be made to: New Balance Athletics, Inc., Attn: General Counsel, 100 Guest Street, Boston, MA 02135 USA.