New Balance Focuses on Women’s Lacrosse With Brine

    • New Balance is making a pivot with its lacrosse brand Brine.
    • The company's subsidiary will rebrand itself as a women’s equipment manufacturer.

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.”