Privacy and Cookie Policy 

Last Updated: August 2025 

I. Privacy Policy 

II. Cookie Policy 

I. Privacy Policy 

Thank you for placing your trust in New Balance. We are committed to protecting your privacy and take our responsibilities regarding the safety and security of your personal data very seriously. This Privacy Policy describes how we collect, use, share and protect your personal data and explains the choices that you have regarding how we use your personal data. Please review it carefully. 

This Privacy Policy is provided in a layered format so you can click through to the specific sections set out below: 

1. When Does This Privacy Policy Apply To Me? 

2. Who Is Responsible For My Personal Data? 

3. What Personal Data Does New Balance Collect About Me and How? 

4. For What Purposes Does New Balance Use My Personal Data? 

5. What Is the Legal Basis For New Balance’s Use of My Personal Data? 

6. Who Does New Balance Share My Personal Data With? 

7. What Steps Does New Balance Take To Secure My Personal Data? 

8. International Transfers of Personal Data 

9. Children 

10. How Do Links From New Balance To Other Sites Or Apps Affect Me? 

11. How Long Does New Balance Keep My Personal Data For? 

12. What Are My Privacy Rights? 

13. How Can I Opt-Out/Unsubscribe From New Balance Marketing Emails? 

14. How Can I Update My Information or Delete "My Account"? 

15. What If I Have More Questions About This Privacy Policy? 

16. Changes To This Privacy Policy and Your Duty To Inform Us of Changes 

Please note that you have the right to object to us processing your personal data for our legitimate business purposes or for direct marketing purposes (including any related profiling we do to help ensure that our marketing is relevant to our customers’ interests). For more information about your right to object and how you can exercise it, please see section  12. What Are My Privacy Rights?

1. When Does This Privacy Policy Apply To Me? 

This Privacy Policy applies to all personal data collected or generated by New Balance Athletic Shoes (U.K.) Limited and/or its affiliates when you interact with New Balance in our retail stores or through the operation of the following websites or services:  

• www.newbalance.co.uk and any other websites owned and/or operated by New Balance Athletics Shoes (U.K.) Limited and/or its affiliates that contain a link to this Privacy Policy (collectively, the “Website”); and  
• all services that are made available by New Balance through the Website or offered in person where a link to this Privacy Policy is provided (for example, in connection with a foot scanning experience in a retail store).  

For the purpose of this Privacy Policy, the operation of the Website and services listed above are referred to collectively as, the “Service”. 

2. Who Is Responsible For My Personal Data? 

The New Balance entity or entities responsible for the processing of your personal data will depend on how you interact with the Service and where you are located in the world. The relevant New Balance entity or entities are referred to as “New Balance”, “we”, “us”, or “our” in this Privacy Policy.  

For the United Kingdom, New Balance Athletic Shoes (U.K.) Limited (a company registered in England and Wales with company number 01616165 and registered address at Appleton House, 430 Birchwood Boulevard, Birchwood, Warrington, Cheshire, WA3 7WD, UK), New Balance Athletics, Inc. (a company registered in Massachusetts, USA and registered address at 100 Guest Street, Boston, MA 02135 USA) and New Balance Europe B.V. New Balance Europe B.V. (a company registered in the Netherlands with company number 74260863 and registered address at A-Factorij Pilotenstraat 41, 1059 CH Amsterdam, Netherlands) are the joint “data controllers” of the personal data that is collected or generated about you when you use the Service. This means that we control the ways your personal data are collected in connection with the Service and determine how and why your personal data is used for the purposes of applicable data protection law.  

3. What Personal Data Does New Balance Collect About Me and How? 

Personal data is any information which identifies you personally whether directly (for example, your name) or indirectly (for example, information about your use of the Service).  

TYPES OF INFORMATION WE MAY COLLECT: 

Identifiers

Name, phone number, postal/delivery address, email address, date of birth, social media handles, and/or other similar identifiers

Payment Information

Payment method, credit/debit card numbers, and/or billing address

Commercial Information

Products or services you have purchased, returned, exchanged, and/or considered

Information Shared in Communication With Us

Contents of communications, e.g., chats, emails, text messages, letters, and/or phone calls

Demographic Information

Gender, ethnicity, age, household income, education, marriage status, and/or number of children

Audio and Visual Information

Video recordings (e.g., when you visit one of our stores or participate in a focus group) or call recordings (e.g., when you call our Customer Care team)

Internet or Other Electronic Network Activity Information

Internet browsing, search history, and other information regarding your interactions with our Websites, Apps, emails, and/or advertisements

Device Information

IP address, unique device identifiers, cookie identifiers, device and/or browser settings

Geolocation Data

Information that permits us to determine your location, such as if you manually provide location information or enable your mobile device to send us precise location

Physical and/or Biometric Information

Height, weight, shoe size/width, images of your feet, foot pressure, gender, gait, video and audio recordings of your physical activity, and medical and injury history

User Content

Images, commentary, and videos, such as when you share a product review or picture with us

Optional Preferences

Your interests (such as running habits and hobbies) and clothing and shoe preferences

Inferences

Inferences about or derived from any of the information above that may relate to your preferences or other matters.



HOW DOES NEW BALANCE COLLECT YOUR INFORMATION?



INFORMATION YOU PROVIDE US

We collect personal information you provide us, such as when you use the Websites, make a purchase, create an account, sign up for email or direct mail, contact us, provide feedback, submit a product review, fill out a survey, participate in a study, interact with us in store, participate in a contest, event, sweepstakes, or promotion, participate in our wear testing programs, or provide information in connection with our foot scanning experience.



INFORMATION WHEN YOU VISIT A STORE OR CORPORATE BUILDINGS

We collect video recordings and photographs of you that we may use for security, fraud detection and prevention, product loss and damage prevention, incident reporting, and operational purposes.



INFORMATION FROM SOCIAL MEDIA PLATFORMS

If you interact with us on social media or use features, such as plugins, widgets, or other tools made available by social media platforms (including Instagram, Facebook, Twitter, Google, YouTube, and Pinterest) in connection with our Websites and social media pages, we collect information that you elect to provide us or that the social media platforms disclose to us. If you choose to access, link to, or log-in to our Websites through social media platforms, you are granting us permission to access and use the information that you post or store on the applicable social media platforms in accordance with the privacy policy of that social media platform and the privacy settings that are applicable to your account. This Privacy Policy does not apply to third party social media platforms’ use of your personal information. For more information about the privacy practices of social media platforms that you use, please review their privacy policies and settings.



INFORMATION FROM LICENSED STORES

Our licensed stores, which are independently-owned and separate entities, from New Balance may also collect personal information, which may or may not be shared with us. This Privacy Policy does not apply to the licensed stores other than to the extent New Balance itself may use personal information received from those licensed stores.



INFORMATION PROVIDED BY OTHER SOURCES

We may obtain information about you from other sources, such as data and data analytics providers, marketing or advertising service providers, fraud prevention service providers, vendors that provide services on our behalf, or publicly available sources. We also may create information based on our analysis of the information we have collected from or about you.



INFORMATION FROM ONLINE TRACKING TECHNOLOGIES

When you visit our Websites, use our Apps, open or click on emails we send you, or interact with our advertisements, we (and/or third parties we work with), automatically collect certain information using online tracking technologies such as cookies, pixels, and web beacons.

We also allow certain third parties to place online tracking on our Websites following an internal approval process and only as permitted by New Balance. Please see our Cookie Policy for further details. The information collected from this tracking is used for analytics and advertising purposes, such as targeting you with relevant advertisements across other websites as well as delivering product recommendations and personalized services. Please note that this Privacy Policy does not cover usage of your information collected by these third-party companies. You will need to contact these third-party companies directly for more information about their privacy policies and your choices regarding the information they collect.

4. For What Purposes Does New Balance Use My Personal Data? 

We use the categories of personal information described above for the following business purposes:

ORDER FULFILLMENT

• Enable you to select products, place them in your shopping cart, and make a purchase.
• Process your purchase and payment, confirm your orders, apply discounts, and process returns.
• Communicate with you about your order, account information and/or customer service needs.

IMPROVEMENT OF YOUR SHOPPING EXPERIENCE

• Recognize you when you come back to the Websites or retail store.
• Maintain your account information, such as saving your purchase history and 3D foot scans.
• Customize your communications and shopping experience.
• Link your various devices to create a more relevant shopping and marketing experience for you, e.g., if you add an item to your cart from your desktop computer, we can show you that item in your cart when you log on to your account from a different device.

AUTOMATED INFORMATION COLLECTION

Use information collected automatically from you:

• To connect with information we already have about you to identify you as a New Balance Patron. If we are able to identify you, we may, for example, link your activity on our Websites to your activity in a New Balance store or on an App. This allows us to provide you with a more personalized shopping experience.
• For reporting and analysis purposes. For example, we examine metrics such as how you are shopping on our Websites, in our stores, and on our Apps, the performance of our marketing efforts, and your response to those marketing efforts.

TO COMMUNICATE WITH YOU

Respond to and/or follow-up on your requests, inquiries, issues, or feedback, and to provide customer service.

MARKETING AND INTEREST BASED ADVERTISING

• Send marketing, advertising, and promotional communications by email and postal mail to notify you about new products and services, special offerings and other promotions.
• Create inferences about you based on your activity using the Service. For example, if you browsed running shoes on the Websites, we may use that information to send you marketing communications or advertisements displaying running apparel.
• Participate in interest-based advertising (IBA), also known as online behavioral advertising (OBA), that utilizes third-party advertising companies to display ads tailored to your individual interests based on how you browse and shop online, as well as to provide advertising-related services such as ad delivery, reporting, attribution, and analytics.
• Permit third-party companies to collect certain information when you visit our Websites or use our Apps, and use that information to serve ads for New Balance products or services. These companies use non-identifiable information (e.g., click stream information, browser type, time and date, subject of advertisements clicked or scrolled over, hardware/software information, and session ID) and identifiable information (e.g., IP address, hashed email) during your visits to our and other websites to provide advertisements about goods and services likely to be of greater interest to you. These companies typically use a cookie, web beacon or other similar tracking technologies to collect this information.
• We also use your personal information to display targeted ads to “lookalike” audiences (such as consumers who share traits with you, such as running preferences) via social media platforms (as determined by the social media platform). See the policies of each social media platform for more information about these types of ads.

FOR WEBSITE ANALYTICS

We use third party analytics tools, including those from Google, Inc. (“Google”) and Content Square Inc. (“Content Square”), that use cookies to help us analyse how users use our Websites and Apps. The information generated by the cookie about your use of our Websites and Apps (including your IP address) will be transmitted to and stored by Google and Content Square, respectively, who will use this information to evaluate your use of our Websites and our Apps, compile reports on activity for website and application operators, and provide other services relating to online activity and Internet usage. For more information regarding how Google analytics collects and processes data, please see www.google.com/policies/privacy/partners/. Google and Content Square may also transfer this information to third parties where required to do so by law, or where such third parties process the information on their behalf.

OTHER BUSINESS AND ANALYTICAL PURPOSES

• Analyse and improve the performance of the Websites, Apps, and our marketing campaigns.
• Innovate and develop products, including footwear, apparel, and accessories.
• Understand how Visitors and Patrons use our Service and interact with the emails we send, in order 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 Patrons like to see.
• Improve our business to better respond to your needs.
• Maintain the security of our Websites and Apps, prevent crashes, fix bugs, and assist with basic site functions.
• Use and disclose information that is aggregated and no longer personally identifiable or is otherwise de-identified, for any business purposes.

FOR LEGAL, SECURITY AND FRAUD PROTECTION

To enforce our policies and protect the rights, property, and safety of New Balance, Visitors, and Patrons, and to comply with government requests, court orders, or other legal obligations. 

5. What Is the Legal Basis for New Balance’s Use of My Personal Data? 

Data protection law requires us to only process your personal data if there is a legal basis for us to do so. These are set out in data protection law and we rely on a number of different legal bases for the processing we carry out, depending on how you interact with the Service. These are as follows: 

Consent 

In certain circumstances, we process your personal data after obtaining your consent to do so for the purposes of: 

• sending you marketing and carrying out online advertising; 
• communicating with you on social media and improving our social media presence; 
• conducting market research; and 
• operating the foot scanning experience.  

Necessary for the performance of a contract between us 

It is necessary for us to process your identifiers, payment information, transaction information and account login details for the performance of certain contracts between us. This includes, for example, terms and conditions relating to: (a) the use of our Website and the services made available through it; (b) the sale of our products; (c) the operation of competitions, contests and surveys; and (d) participation in any events we organise. In particular, we rely on this legal ground to process your orders, returns and payments, create and manage your account and your relationship with us, run competitions, contests and surveys and provide and improve our customer service.  

Necessary to comply with our legal obligations 

In certain circumstances, we use your personal data only to the extent required in order to enable us to comply with our legal obligations. 

Necessary for the purposes of our legitimate interests 

It is sometimes necessary for us to use your personal data in accordance with this Privacy Policy for the purposes of our legitimate interests as a business, which are to: 

• provide our customers with products and services that are as useful and beneficial as possible, including by providing various features on our Website and by personalising our contact with customers and telling customers about offers that we think might be of interest to them; 
• develop and improve our Website to enhance the customer experience; 
• safeguard the security and effective operation of the Service; 
• better understand our customer base by engaging with customers and conducting research into, and analysis of, how customers use our Website and other websites, the services we provide and your interactions with us and the marketing communications or online advertisements we deliver to you so that we can improve our services as well as our product selection, marketing activities, online advertising and customer communications (all of which could also benefit you); 
• communicate with you on social media and improve our social media presence; 
• grow our customer base; 
• train our staff so that we can provide our customers with a better customer service; 
• ensure effective operational management and internal administration of our business, including in relation to keeping our records and Website updated, document retention, IT security, system maintenance, data hosting, compliance with regulatory guidance and exercise or defence of legal claims;  
• to detect and prevent fraud; 
• create aggregated data sets that do not identify specific individuals so that these data sets can be used for appropriate business purposes, including, product development, research, business improvement, reporting and marketing;  
• respond appropriately to customer preferences; 
• enforce our policies; 
• provide a safer, more secure environment for visitors and staff at New Balance retail stores; and  
• protect the rights, property and safety of New Balance, our business, our customers and others. 

Please contact us if you would like further information regarding the balancing tests that we have carried out (see section 15. What If I Have More Questions About This Privacy Policy?). 

6. Who Does New Balance Share My Personal Data With? 

For the purposes described in this Privacy Policy, we may share your personal data with the following third parties: 

New Balance affiliates: We may share your personal data with other group companies within the New Balance organisation for the purposes and under the conditions outlined in this Privacy Policy. As we operate a global business that is headquartered in the United States, some New Balance group companies are located in countries outside the UK or European Economic Area (“EEA”). Where we transfer your personal data to other New Balance group companies outside the UK or EEA, we use appropriate safeguards to protect your personal data in accordance with applicable data protection law. Please see section 8. International Transfers of Persona Data for further information.  

Third party service providers: We may need to share your personal data with third party service providers that we have engaged to carry out certain activities on our behalf as part of our business operations. For example, our service providers handle New Balance credit card processing, shipping, fraud detection and prevention, data management, email distribution, information analysis, promotions management, marketing, internal and external website hosting, software and other services for New Balance. We only provide our service providers with the personal data they need to perform their services and we enter into contractual agreements that require them to protect your personal data. 

Third parties providing targeted product recommendations and other communications: We use third party companies such as social media platforms and advertising companies to help serve targeted product recommendations and other communications that might be of interest to you. To enable these companies to do this, we may provide them with certain personal data about you, such as your name, address and email address, as well as your transaction history. These third parties also collect information about your browsing activity on our Website by using cookies and similar technologies and combine this with the other personal data we have provided to them in order to personalise and tailor recommendations for you. For further information, see the sub-section ‘To deliver relevant marketing to you’ in section 4. For What Purposes Does New Balance Use My Personal Data?

If you wish to opt-out of this program, you can let us know (see section 15. What If I Have More Questions About This Privacy Policy?). 

Third parties engaged in website analytics: We use third party analytics tools, including those offered by Google, Inc. (“Google”) and Content Square Inc. (“Content Square”). These third-party services use cookies to help us analyse how our Website is used. The information generated by the cookie about your use of our Website (including your IP address) will be transmitted to and stored by Google and Content Square respectively. Google and Content Square will use this information for the purpose of evaluating your use of our Website, compiling reports on activity for website and application operators, and providing other services relating to online activity and Internet usage. Google and Content Square may also transfer this information to third parties where required to do so by law, or where such third parties process the information on behalf of Google. 

Recipients resulting from legal requirements: We may disclose your personal data in order to comply with government requests, court orders or other legal obligations, to enforce our policies or to protect the rights, property or safety of New Balance, our business, our customers or others. This includes, in specific cases, sharing personal data with law enforcement or regulatory agencies, or authorised third parties, in response to a verified request relating to a criminal investigation (such as in relation to fraud) or actual or suspected violation of law or misuse of our Service that may expose us and/or any customer or third party to legal risks or liability, or to defend ourselves against third party claims. We do not provide your personal data to these third parties for marketing or commercial purposes. 

Recipients resulting from corporate transfers: In connection with the sale or transfer of some or all of our business assets, we may transfer some or all of the personal data we have collected about you to successors in title or replacement operators of some or all of our business. In such circumstances, we may also retain a copy of your personal data where we have a right to do so. 

Other recipients directed by you: We may disclose your personal data to other third parties where you direct or request us to make such disclosure or where we have obtained your consent.

For example, you may elect to have your feet scanned in store to receive sizing and footwear recommendations. New Balance offers this service through its service provider, Volumental AB (“Volumental”). You do not need to provide any personal information to have your feet scanned and receive in-store product recommendations. However, you may receive an electronic copy of your foot scan if you choose to provide your name, gender, email address, and associated purchase information, which will be used by New Balance (for the purposes set forth in the Section above: For What Purposes Does New Balance Use My Personal Data?) and Volumental, independently. Please note that in order to continually improve the recommendations made to you and other consumers through use of the Volumental foot scanning solution, New Balance will send your product purchase data associated with that email address (if you choose to provide your email address) to Volumental on a continual basis until you opt out and you hereby direct us to send your purchase information to Volumental for these purposes.

Any personal information you provide in connection with your foot scanning experience, including any opt-out requests, will be used by Volumental as described in its privacy policy available here.

• Some of our service providers and other third parties with whom we share certain personal data about you as described above are located in countries outside the UK or EEA. Where we transfer your personal data outside the UK or EEA, we use appropriate safeguards to protect your personal data in accordance with applicable data protection law. Please see section 8. International Transfers of Personal Data for further information. 

7. What Steps Does New Balance Take To Secure My Personal Data? 

We have a variety of security measures to protect against the loss, misuse or alteration of your personal data. To ensure the information you provide online is secure during transmission, we use industry standard encryption while processing any personal data. These controls are certified by Entrust. 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 Website. This will display our Service security information. 

Our Service provides you with the ability to save your credit card number in your New Balance account. To protect your security, we do not store your credit card number or any credit card sensitive authentication data on New Balance systems. Saved payment methods are saved directly with our payment acquirer and New Balance only maintains a token which is not valid for payment via any other merchant. 

Please note that, while we take commercially reasonably steps to protect your personal data, no system is 100% secure and you use the Service at your own risk. 

8. International Transfers of Personal Data 

The personal data we collect about you is stored on secure servers located within the UK, the EEA and the United States. In addition, as mentioned above, some of the data recipients with whom we share your personal data (as identified in section 6. Who Does New Balance Share My Personal Data With?) are located outside the UK or EEA.  

The countries concerned may not have similar data protection laws to the UK or EEA. We are required by data protection law to ensure that, where we or the third parties identified in this Privacy Policy transfer your personal data outside the UK or EEA, it is done so securely and your personal data is protected against unauthorised access, loss or destruction, unlawful processing and any processing which is inconsistent with the purposes set out in this Privacy Policy. We do this by ensuring that at least one of the following safeguards is implemented:  

• For transfers out of the UK, in accordance with UK GDPR Article 46(2), we use standard contractual clauses (“SCCs”) in the form of either the international data transfer agreement (IDTA) or the international data transfer addendum to the European Union’s SCCs (Addendum) approved by UK Parliament. For further details, see International data transfer agreement and guidance | ICO 
• For transfers out of the EEA, in accordance with EU GDPR Article 46(2), we use SCCs approved by the European Commission. For further details, see Standard contractual clauses for international transfers (europa.eu).  

When we rely on the UK SCCs or EU SCCs to make transfers of personal data outside the UK or EEA, we carry out a transfer risk assessment beforehand to satisfy ourselves that the relevant protections in the UK GDPR (or EU GDPR, as applicable) are not undermined for our customers. Please ask us if you would like more information about the safeguards that we use to protect your personal data when it is processed outside the UK or EEA (see section 15. What If I Have More Questions About This Privacy Policy?). 

9. Children 

We do not knowingly collect personal data from anyone under the age of 18 (a "Child"). 

If you become aware that your Child or a Child for which you have parental responsibility has provided personal data to us without your consent, please contact our customer service team at 0800 802 1057 or email customercare@newbalance.co.uk. 

If we become aware that a Child has submitted personal data to us without the consent of someone with parental responsibility for them, we will delete the personal data as soon as we can and we will not disclose it to third parties.  

 10. How Do Links From New Balance To Other Sites Or Apps Affect Me? 

At times, we may provide links from our Website to other websites and applications operated by third parties. These links are provided only for your convenience and intended to add value to your visit. However, we do not have control over the linked websites and applications, which are independent from New Balance and are subject to separate privacy policies and terms and conditions. When leaving our Website, you need to be aware that our policies no longer apply and we are not responsible for your information that third parties may collect through these websites and applications. We strongly encourage you to review the privacy policies and terms and conditions of any third-party websites and applications before using them.

11. How Long Does New Balance Keep My Personal Data For? 

We retain your personal data for no longer than is necessary for the purpose(s) for which it was provided in accordance with this Privacy Policy. What this means in practice will vary between different categories of personal data. When determining the relevant retention periods, we take into account factors including: 

• legal obligation(s) under applicable law to retain information for a certain period of time; 
• statute of limitations under applicable law; 
• the warranty period for any products you have purchased from us; 
• potential or actual disputes; and 
• guidelines issued by relevant data protection authorities. 

Otherwise, we securely delete your personal data from our systems when it is no longer needed.

12. What Are My Privacy Rights? 

You have the following rights with regard to your personal data:

13. How Can I Opt-Out/Unsubscribe From New Balance Communications? 

Emails 

If for any reason you would like to stop receiving emails sent by New Balance that notify you of upcoming events, promotions, sales, new products or contain other marketing content, simply click the unsubscribe link provided at the bottom of every email or or you may contact our Customer Care team here.

14. How Can I Update My Information or Delete "My Account"? 

Accounts on the Website may be created during the ordering process. You can login to or manage your account by clicking the 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 and payment card details (if you have chosen to store this information in your account), and/or view past orders and any 3D scans of your feet.

To delete your account, please contact our Customer Care team here. For security purposes, complete credit card information (for example, your CCV number) 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, you will be responsible for all activity occurring through the use of your user name and password. 

For security reasons, credit/debit card information is not saved with your account unless you specifically request that it be saved by clicking the “save this card” box. In no circumstances will we store your card’s CVV/CVC number. 

Remember that you are responsible for protecting the user name and password for your online account and, as set forth in the Terms and Conditions, you will be responsible for all activity occurring through the use of your user name and password. 

15. What If I Have More Questions About This Privacy Policy? 

If you have any questions or concerns regarding this Privacy Policy please contact New Balance at privacy@newbalance.com.  

If you would like to exercise any of your privacy rights described above, (including the right to appeal a decision we have made), you may do so by the following means:

• Providing the information required here
• Contacting Customer Care at 0800 802 1057



If you are not satisfied with our response to any enquiry or complaint or believe our use of your personal data does not comply with applicable data protection law, you can make a complaint to the Information Commissioner’s Office (ICO) by: 

• writing to: Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF; 
• calling: 0303 123 1113; or 
• submitting a message through the ICO’s website at: www.ico.org.uk.

You will not have to pay a fee to access your personal data (or to exercise any of your other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive; or we may refuse to comply with your request in these circumstances. 

We aim to respond to all legitimate requests within one month. However, it may take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated. 

16. Changes To This Privacy Policy and Your Duty To Inform Us Of Changes 

This Privacy Policy was last updated on July 2025.

We recommend that you review this Privacy Policy periodically, as we will update it from time to time. Any changes to this Privacy Policy will be posted on the Website and, where appropriate, we will tell you about this through an email notification. 

It is important that the personal data we hold about you is accurate and up to date. Please let us know if your personal data changes during your use of the Service. 

II. Cookie Policy 

This Cookie Policy applies to information collected through the use of cookies and other similar technologies (collectively referred to in this Cookie Policy as “cookies”) by New Balance Athletic Shoes (U.K.) Limited (a company registered in England and Wales with company number 01616165 and registered address at Appleton House, 430 Birchwood Boulevard, Birchwood, Warrington, Cheshire, WA3 7WD, UK) and its affiliates (referred to in this Cookie Policy as “New Balance”, “we”, “us” or “our”) when you access and use www.newbalance.co.uk and any other websites owned and/or operated by New Balance that contain a link to this Cookie Policy (collectively, the “Website”). 

This Cookie Policy explains what cookies are, which cookies we use and why, and what you can do to manage your cookie preferences. Where any information we collect through cookies qualifies as personal data, our Privacy Policy applies to the collection and use of that information. Please review this Cookie Policy and our Privacy Policy carefully. This Cookie Policy may be updated from time to time. We will post the updated terms on the Website. 

This Cookie Policy is provided in a layered format so you can click through to the specific sections set out below: 

1. What Are Cookies? 

2. Why Does New Balance Use Cookies? 

3. How Does New Balance Use Cookies? 

4. How Can I Manage My Cookie Preferences? 

5. What If I Have More Questions About the New Balance Cookie Policy? 

1. What Are Cookies? 

Cookies are small text files that are transferred and stored by your web browser to your computer or mobile device when you visit or use a website. Cookies contain information that is unique to your web browser, which means they can be used to distinguish you from other website users and allow the website to remember your choices and preferences during your visit. 

Cookies can be considered as ‘first party’ or ‘third party’ cookies depending on the domain that places them. First party cookies are cookies set by a website visited by the user (so for our Website these are cookies set by New Balance). Third party cookies are set by a domain other than that of the website visited by the user, so if a user visits a website and a third party organisation sets a cookie through that website, this would be a third party cookie. New Balance has both first and third party cookies on our Website. 

Cookies can also be considered as ‘persistent’ or ‘session’ cookies depending on their duration. Persistent cookies remain on a user's device for the period of time specified in those cookies and are activated each time that user visits the website that created the cookies, until the cookies expire or are disabled by the user. A user can also delete previously set persistent cookies manually or configure their browser settings to delete cookies at a set interval. Session cookies allow the actions of a user to be linked during a single browsing session. A session starts when a user opens a browser window and ends when the browser window is closed, following which all session cookies are deleted. 

Other similar technologies used on our Website include pixel tags and Web beacons. Pixel tags and Web beacons are tiny graphic images that allow us or preferred service providers to track analytic information about your visit to our Website (such as pages viewed or links clicked) and monitor when HTML emails are opened. 

2. Why Does New Balance Use Cookies? 

We use cookies to collect information about your browsing activity and search history, and your interactions with our services, emails and advertisements. We as also use cookies to collect information about the device you have used to access our Website (including the make, model and operating system, internet protocol (IP) address (from which we may derive your geographic location), browser type, cookie identifiers and mobile device identifiers). We collect this information so that we can: 

• provide essential features and functionality on our Website, such as enabling you to select products, place them in your shopping basket and make a purchase; 
• make our Website as easy and intuitive as possible for you to use; 
• monitor and analyse Website usage and performance so that we can measure the effectiveness of our Website, improve how it operates (including security) and the product selection and services available through it; 
• recognise you when you return to our Website in order to improve functionality for your benefit, particularly if you have chosen to create an account; 
• link your various devices to create more relevant shopping and marketing experiences for you. For example, if you add an item to your shopping basket from your desktop computer, we can show you that item in your basket when you log on from a different device; 
• deliver web banner advertisements and targeted updates to you and to “lookalike” audiences (i.e., consumers who share traits with you, such as running preferences); 
• remember certain information about your browsing activity on our Website, such as the web pages or products you have viewed and what your preferences are. This information can then be used to personalise and improve the way you interact with our Website (for example, in terms of displaying content that we think might be relevant to you based on your previous activity) and to inform you of special offers and promotions that we think you might like and are tailored to your interests, based on your previous activity (where you have consented to receiving marketing communications from us). 

We also permit a number of third party cookies on our website for analytics and advertising purposes, and to meet our contractual obligations to record business transactions that were driven by leads (advertisements/ links) from third party websites. 

3. How Does New Balance Use Cookies? 

Different cookies have different functions. The cookies we use can expire at the end of a browser session (normally when you exit your browser) (session cookies) or can be stored for longer (persistent cookies) depending on the function and purpose of each. Our Website uses the following cookies:  

Strictly necessary cookies 

These cookies are essential for our Website to operate. For example, they enable you to log into secure areas of our website (such as if you choose to create an account) or add products to your shopping basket so you are able to view and securely pay for these when you have finished browsing. Some of the cookies we use help secure your browsing session and verify that the session is valid. You cannot opt out of these cookies as the Website cannot function properly without them. 

Analytical/performance cookies 

We use some first party cookies to measure and analyse how you use our Website so that we can measure its effectiveness and improve the way it works. We also use third party analytics providers to assist us with this process. Our main analytics provider is Google, Inc. through their Google Analytics platform. To find out more about Google Analytics you can follow thislink: https://support.google.com/analytics/answer/6004245?hl=en-GB. 

You can opt-out of Google analytics. To find out how please visit: https://tools.google.com/dlpage/gaoptout. 

Functionality cookies 

These cookies allow our Website to remember choices you make when visiting and recognise you when you return in order to provide functionality for your benefit. For example, functionality cookies allow our Website to remember settings that are specific to you, such as your login details for “My Account” if you choose to create an account with us, so that you don’t have to log back in from the same device each time you visit (provided the relevant cookie was not disabled in the interim). 

Targeting/advertising cookies 

These cookies track your use of our Website, including the web pages or products you have viewed or put in your shopping basket, and your interaction with any marketing communications that we send to you. This information enables us to build a profile of your preferences so that we can display content on our Website and other websites and apps that is more relevant to you and your interests. This may include delivering targeted advertising on our Website or other websites and apps that you visit, or preventing you being targeted by advertisements or limiting the number of times you see a particular advertisement. 

In addition, if you have consented to receiving marketing communications from us by email, special offers and promotions that are tailored to your interests, based on your previous activity. These cookies will also enable us to measure and analyse the effectiveness of marketing campaigns. 

We also use the information collected by targeting/advertising cookies to display targeted advertisements to “lookalike” audiences (i.e., consumers who share traits with you, such as running preferences) via social media platforms and advertising companies, and other targeted marketing service providers (which may be determined by the platform). See the policies of each platform for more information about these types of ads. 

Please note that third parties may also place third party cookies, over which we have no control. These third parties include advertising networks and providers of external services like web traffic analysis services, our subsidiaries and affiliates, advertising agencies that we partner with, and targeted marketing service providers. These cookies are likely to be analytical/performance cookies or targeting/advertising cookies

4. How Can I Manage My Cookie Preferences? 

The analytical/performance, functionality, targeting/advertising and tracking cookies on our Website are not strictly necessary for our Website to function but improve the overall performance of our Website and provide you with a better user experience. You can delete or block these cookies by changing the setting on your web browser that allows you to delete or block the setting of some or all cookies. 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. 

However, please note that if you do delete or block cookies, we cannot ensure that all pages on our Website will be displayed and/or that all the features and functions of our Website, including any personalised services, will be fully available. 

Please note that if you use different computers or mobile devices to access and use our Website, you will need to ensure that each web browser on each device is adjusted to suit your cookie preferences. 

5. What If I Have More Questions About the New Balance Cookie Policy? 

If you have any questions or concerns regarding this Cookie Policy, please contact Customer Care toll-free at 0800 802 1057 or email privacy@newbalance.com.