New Balance Reconsidered
In an industry driven by newness, New Balance is challenging the status quo with its Reconsidered program, a strategic initiative launched in 2024 to extend the lifecycle of footwear and promote circularity.
We spoke with Tracy Knauer, New Balance’s Senior Vice President of North America, about Reconsidered and how the program evolved from a grassroots idea to a network of 100+ stores, covering logistics, cleaning technology, and the shift toward a circular economy. We explore how Reconsidered is not only reducing waste but also redefining the brand’s relationship with its customers in a more sustainable future.
Interview NICOLE GAVRILLES
Images courtesy of NEW BALANCE
Thread Caravan Oaxacan Residency, photo by Kate Berry
Congratulations on the two-year anniversary of Reconsidered. Hitting the milestone of 100,000 recirculated pairs is a significant validation of the program. How did the concept for “Reconsidered” evolve internally? Was this a top-down initiative from leadership, or did it evolve from associates looking for ways to tackle waste or rewear?
Reconsidered came to life through New Balance’s efforts to build a better, more sustainable future – an approach to doing business that we call Responsible Leadership. With partnership between associates who drive the company’s Responsible Leadership strategy, and our Ecommerce team, Reconsidered debuted in 2024. Putting the consumer at the center, we launched Reconsidered to provide access to popular like-new or gently worn styles with the goal of helping to extend the life of our footwear…
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Challenging the industry’s focus on newness, New Balance’s Reconsidered program extends footwear lifecycles through a robust circular model.