New Balance announces Name, Image, and Likeness (NIL) deals with nine women athletes spanning basketball, soccer, softball, and track, positioning the footwear and apparel brand for a stronger presence across multiple collegiate and youth sports categories, per Youth Sports Business Report.

UCLA freshman forward Sienna Betts leads the group with a multiyear footwear and apparel deal. Betts, a 6-foot-4 forward who earned the 2025 Morgan Wooten National Player of the Year award, ranks among the top prospects from the 2025 high school class, listed as the No. 2 player by some services and No. 3 overall, according to Rivals Industry Ranking.

“I just felt like New Balance was a very family-oriented brand,” Betts tells Andscape. “They aren’t trying to change my style, my background, or how I am on the court. It’s very special to feel like a brand likes you for who you actually are.”

This authenticity aligns with research showing that college athletes occupy a distinctive position in the influence economy as trusted peers who share campus experiences with their audience, creating stronger consumer connections than traditional influencers or professional athletes.

Betts joins her older sister Lauren on UCLA’s roster while maintaining existing partnerships with Gorjana jewelry and the Unrivaled basketball league, a 3-on-3 women’s basketball competition co-founded by WNBA stars Napheesa Collier and Breanna Stewart.

Haylen Ayers, a 17-year-old shooting guard from the class of 2027, also joins New Balance’s basketball roster. In a separate announcement, the brand adds Jordan Smith Jr., a five-star shooting guard from Washington, D.C., who ranks No. 3 overall in the 2026 class according to Rivals Industry Ranking. Smith carries a $1.4 million On3 NIL Valuation, ranking No. 3 in high school basketball NIL rankings.

Mexican Soccer Sisters Bring Substantial Social Media Following

Tatiana and Silvana Flores, sisters who play in Liga MX Femenil, joined New Balance in June 2025, according to Mexican outlet Posta. Tatiana, a forward for Tigres Femenil, brings more than 1 million Instagram followers to the partnership. Silvana, a midfielder for Pumas, has 137,000 Instagram followers.

Both athletes developed in England’s youth soccer system before representing Mexico at the international level. Tatiana previously played for Chelsea and Real Oviedo, while Silvana played for Monterrey before joining Pumas.

Record-Setting Tennessee Pitcher Adds Softball Representation

Karlyn Pickens, a junior pitcher for Tennessee, becomes a New Balance athlete, diversifying the brand’s portfolio into collegiate softball. Her Instagram bio confirms her status as both a New Balance and Rawlings Softball athlete.

Pickens holds the NCAA record for fastest pitch at 79.4 mph, set on May 24, 2025, during the Super Regionals against Nebraska. She previously set a record at 78.2 mph on March 24, 2025, against Arkansas.

The two-time SEC Pitcher of the Year (2024, 2025) posted a 22-8 record with a 0.90 ERA and 252 strikeouts in 204 innings (Tennessee’s official roster lists 226.2 innings) during her 2025 junior season, becoming just the fifth pitcher in SEC history to win the award in consecutive seasons.

Track Athletes Complete Multi-Sport Approach

Track athletes from the U.S. and UK complete the nine-woman roster announced on October 15, according to The GIST. The specific names of these track athletes were not disclosed in available coverage.

New Balance has demonstrated previous interest in track and field NIL deals, announcing partnerships with 13 high school track stars in July 2025, including national champions and state record holders.

New Balance’s focus on women athletes aligns with industry research indicating that 67% of fans who regularly watch women’s sports are more likely to choose products from sponsors of female athletes, creating a uniquely powerful opportunity for brand impact.

Strategic Expansion of Youth Athlete Partnerships

“When you look at Sienna joining her sister, Lauren, at UCLA, we’re looking at it as, yeah, she’s a great basketball player, but she’s a great individual from a great family,” says Desron Dorset, New Balance’s head of basketball marketing. “We think she’s going to be one of the next great stories in women’s basketball.”

The October 15 announcement continues New Balance’s history of signing elite athletes before they reach professional ranks. The brand previously signed tennis player Coco Gauff at age 14, Olympic hurdler Sydney McLaughlin-Levrone after her freshman year at Kentucky, and Olympic sprinter Gabby Thomas following her college career at Harvard.

New Balance re-entered basketball in 2018 after previously exiting the sport. The company’s current roster includes professional athletes including Cameron Brink and Kawhi Leonard. WNBA star Cameron Brink joined in 2023 as the brand’s first women’s basketball player, while University of Texas freshman Aaliyah Crump, the No. 5-ranked player in the 2025 class, signed with Klutch Athletics, a New Balance brand subdivision led by sports agent Rich Paul.

This multi-sport approach spanning basketball, soccer, softball, and track reflects New Balance’s expanding footprint in the collegiate and high school NIL marketplace, diversifying beyond professional athlete endorsements. 

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