Thursday December 7, 2023

New Balance Focuses on Women’s Lacrosse

  • New Balance is making a pivot with its lacrosse brand Brine.
  • The company's subsidiary will rebrand itself as a women’s equipment manufacturer.
Brine Lacrosse/Design: Alex Brooks
Linkedin
Copy Link
Link Copied
Link Copied

New Balance is responding to the growing presence of women’s sports.

The company announced that its subsidiary Brine will rebrand itself exclusively as a women’s equipment manufacturer by ceasing production of men’s lacrosse gear, per Sportico. The brand will also change its logo and messaging.

Since 1922, Brine has served as a manufacturer of lacrosse, soccer, volleyball, and field hockey equipment and was acquired by New Balance in 2006. 

Brine has had overlapping product lines with sister company Warrior, which New Balance acquired in 2004. The product overlap and growth of women’s lacrosse led New Balance to shift its focus. 

“Warrior will be our brand for men, and now Brine will be a brand for women. [We’re] differentiating ourselves in the market where most brands are playing in this space for both,” Warrior CEO Cindy Abbott told Sportico. 

Brine’s rebranding comes amid increasing emphasis on creating equal opportunities for women in sports. Last week, a group of Olympians led by Alex Morgan and Sue Bird launched a media startup driven by women.

“We intend to continue to bring innovation to the lacrosse industry,” Abbot said. “Meanwhile, we’ll continue to focus on surrounding these women with a community and a platform, which will allow them to be seen and heard.”

Linkedin
Copy Link
Link Copied
Link Copied

What to Read

Indigenous Lacrosse Team at Olympics? White House Backing Push for Solo Squad

Bid to include Haudenosaunee in upcoming competition garners widespread support.
Archers attackman Grant Ament drives to the goal in Premier Lacrosse League Championship against Waterdogs.

Premier Lacrosse League Announces Home Cities For All Teams

The PLL is laying the foundation to have its franchises settle down.
Detailed view of the SRR initials on the Nike Epic React flyknit shoes of Sanya Richards-Ross during the 125th Penn Relays at Franklin Field.

Nike Sues New Balance, Skechers Over Flyknit Technology

Nike has previously sued Adidas, Puma, and Lululemon for the same infringement.
A general view of the Olympic Rings in Odaiba before the Tokyo 2020 Summer Olympic Games.

Olympics Officially Adds New Sports For Los Angeles 2028

Flag football and squash will be making their Olympic debuts.
podcast thumbnail mobile
Front Office Sports Today

Why the NBA May Have Made Billions With Midseason Tournament

0:00
0:00

Featured Today

The College Football Playoff is considering rotating TV networks for the national championship game.

CFP Considers Super Bowl-Like Rotation For National Championship Game

Multiple networks could share rights to the championship game, sources told FOS.
Brett Favre
November 27, 2023

Favre Welfare Case Hold-Up? "AG’s Office Has Not Expressed Interest In Pursuing"

The DOJ interviewed Brett Favre in early 2020.
The future of the Pac-12 rests on a court decision.
November 24, 2023

The Pac-12 Plays Its Final Regular-Season Game. Then A Court Decides Its Fate.

The conference's future rests with a court decision.
Lane Kiffin
November 9, 2023

Ole Miss, Lane Kiffin Lawyers Argue for Dismissal of Player Lawsuit

FOS obtained audio of Lane Kiffin's interaction with the player behind lawsuit.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
FanDuel
Multiple Locations
Adidas
Multiple Locations
Creative Artists Agency
Multiple Locations
Tokyo-Olympics

Two Years After Tokyo’s $13B Olympics: Criminal Charges

Trial begins in bid-rigging scandal further marring already troubled Games.
Olympic rings in front of mountains in the background
November 29, 2023

IOC's Winter Olympics Favorites: France 2030, Salt Lake City 2034

Preferred bidders have been selected for 2030 and 2034.
Oct 22, 2022; Paris, FRANCE; General view the Eiffel Tower and the Seine river, as seen from Pont Alexandre III in advance of the Paris 2024 Summer Olympic Games. The bridge will serve as the site for triathlon, open water swim and road cycling.
December 4, 2023

Olympic Hosts Paris and Brisbane Grapple With Security Concerns, Soaring Costs

Fatal stabbing near Eiffel Tower raises new concerns about Paris 2024.
Sponsored

NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.
November 27, 2023

Two U.S. World Cups in Two Years?

The United States is hoping to host the 2027 Women's World Cup.
November 21, 2023

Cricket Continues To Surge In Popularity

Tournament posts record-level attendance, streaming totals.
Oct 22, 2022; Paris, FRANCE; General view the Eiffel Tower and the Seine river, as seen from Pont Alexandre III in advance of the Paris 2024 Summer Olympic Games. The bridge will serve as the site for triathlon, open water swim and road cycling.
November 20, 2023

Paris Olympics Problems Continue With Price-Gouging Claims

Average room prices expected to more than triple for upcoming Games.
Saudi player wins ball from Argentinian player in World Cup match-up
November 17, 2023

$1B Saudi Arabian-FIFA Deal Expected To Follow 2034 World Cup Bid

Saudi oil company Aramco is reportedly close to a deal with FIFA.