Privacy and Cookie Policy 

Last Updated: August 2024 

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).  

Information you give to us 

We collect the following personal data from you:  

• Identifiers: Name, title, postal/delivery address, email address, telephone number, date of birth, social media handles or other similar identifiers. We collect this type of information if you:  
• purchase products or services on our Website;  
• register for “My Account” on our Website; 
• use certain features of our Website; 
• sign up to receive our marketing or delivery communications; 
• enter any of our competitions, contests, promotions, surveys or questionnaires; 
• use certain services that we offer in person (for example, the New Balance run club);  
• participate in wear testing of our products; 
• submit a product review;  
• provide information in connection with our foot scanning experience; and/or 
• communicate with us. 
• Payment information: If you purchase any products or services from us, we collect your payment card details and billing address. We won’t retain your payment card details for longer than is necessary in order to fulfil your order. However, if you register for “My Account”, you can choose to store your payment card details in your account so that you don’t have to re-enter your full payment card details the next time you make a purchase; 
• Transaction information: Order history, including products or services you have purchased, returned, exchanged or considered and the date, time and value of each transaction; 
• Account information: If you register for “My Account”, we keep a record of your account login username and email address in case you need reminding of these in the future;  
• Information shared in communication with us: Website chat history, emails, letters, recordings of telephone calls and survey or questionnaire / interview responses (including videos), and any user content submitted by you (including images, commentary, and videos), such as when you share a product review and / or picture with us;  
• User Content: still images and videos, such as when you upload a product review picture or participate in a focus group or other research activities; 
• Physical or Biometric information: voice recordings, video footage, foot measurements and images, if you use certain features of our Website, participate in our wear testing programs, participate in market research conducted by or on behalf of New Balance, or seek customized products; 
• Optional preferences: If you complete a questionnaire or use certain features of our Website, we collect information about your gender, birth date, shoe size, shoe width, clothing size, hobbies, shopping preferences; and 
• Other preferences: Marketing and cookie preferences and how you prefer to be contacted by us. 

Information we collect from other sources 

We also obtain information about you from other sources:  

• CCTV: If you visit a New Balance retail store, we may collect your image as a result of our use of CCTV. 
• Cookies and similar technologies: We use cookies and similar technologies, such as web beacons and pixel tags, to automatically collect information about: 
• your browsing activity and search history; 
• your interactions with the Service, our emails and advertisements; and 
• 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 also allow certain third parties to place cookies on our Website following an internal approval process and only as permitted by New Balance. Please see our Cookie Policy for further details. The information collected from these cookies is used for analytics and advertising purposes, such as targeting you with relevant advertisements across other websites as well as delivering product recommendations and personalised 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 collected by their cookies.  

• Social Media: If you interact with us on social media or use features, such as plugins, widgets, or other tools made available by social media platforms or networks (including Instagram, Facebook, Twitter, Google, YouTube, and Pinterest) in connection with our Website and social media pages, we collect information that you elect to provide to us, or that the social media platforms disclose to us. We do not have any control over the privacy practices of the social media platforms or networks. For more information about the privacy practices of the social media platforms or networks, please review their privacy policies. 

Except for information we collect through the operation of CCTV in New Balance retail stores, which we keep separate at all times, we may combine the personal data we collect from you and from the other sources listed above. We do this to help us ensure that the information we hold about you is kept up to date and to make inferences that may relate to your preferences or other matters. 

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

We use the personal data that is collected from or about you through your use of the Service for the following purposes:  

To process your orders and returns 

We use your personal data to: 

• enable you to select products on our Website, place them in your shopping basket and make a purchase; and 
• process any orders and returns you make in accordance with our Terms and Conditions. 

This activity includes contacting you to confirm when you have successfully placed an order through our Website, managing payments, fees and charges, applying discounts and collecting and recovering any money owed to us.  

To improve your shopping experience 

We use your personal data to: 

• recognise you when you come back to our Website; 
• manage our relationship with you in connection with the Service, including notifying you of changes to the terms of any contracts between us or to any related information (such as changes to this Privacy Policy); 
• customise your communications and shopping experience; and 
• 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. 

To register you for, and manage, your "My Account” 

If you wish to create an account using the "My Account" service, we need to process your identifiers. You will also be asked to provide account login details. Once the account has been created, we use this information to identify you as a new or returning customer and manage your account, including saving your foot scans. This includes keeping a record of your account login details (your username and email address) in case you need reminding of these in the future. We also process your transaction information to allow you to view and manage your order history in your account.

To provide you with certain services available through our Website

In order to provide certain services through our Website, we need to process your personal data. For example, New Balance uses your personal data for: 

• “Find a Store” feature: by inputting your postcode or city, we can help you locate your nearest New Balance retail store; 
• Inventory: we use your location information to provide you with recommendations of stores nearby that have product inventory available; 
• “Help” or “Live Chat” feature: New Balance customer service representatives may communicate with you via the “Help” or “Live Chat” feature while you are on our Website; 
• Idea Submission: to submit an idea for New Balance’s evaluation, we request you to fill out a submission form with your name, company, address, phone and email so we may contact you if needed regarding your submission;  
• “Order status” feature: we use your order number, billing last name and shipping postcode to allow you to check your order status or start a return.   

To communicate with you and improve our customer service 

We use your personal data to provide (and improve) our customer service. This includes communicating with you about your requests, enquiries, issues, or feedback. If you contact us by telephone, we may also record the call for training and service improvement purposes and make notes in relation to your call.  

To deliver relevant marketing to you (which involves automated decision-making and profiling in order to personalise and improve your customer experience) 

Our marketing communications 

If you have provided your consent to do so, we will use your identity, contact information and preferences to send you marketing communications by email about our products and services, including details of special offers and promotions which we think might be of interest to you.  

You can opt-out/unsubscribe from our marketing communications at any time after you have given your consent. See section 13. How Can I Opt-Out/Unsubscribe From New Balance Marketing Emails? for details of how to do this. 

Our use of automated decision-making and profiling

When sending you marketing communications: 

• We want to ensure that the marketing communications we send to you are relevant to your interests. Consequently, we use cookies and other similar technologies (if you have accepted them) to track and analyse your use of our Website, the services available through it and your interaction with any marketing communications that we send to you to help us build a profile of your preferences. For example, we collect information on how you browse our Website, including the web pages or products you have viewed or put in your shopping basket, in order to help us understand what you like. 
• What this means for you is that, if you have agreed to receiving marketing communications from us, you are more likely to receive messages, special offers and promotions that we think you might like and are tailored to your interests, based on your previous activity. It also means that we do not send the same marketing communications to all of our customers, so you may not be made the same offers as another customer. 

When carrying out online advertising: 

• We participate in interest-based advertising (IBA), also known as online behavioural advertising (OBA). What this means is that we use third-party advertising companies to display advertisements 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. 
• We allow third-party companies such as social media platforms, data analytics solution providers, advertising companies and other targeted marketing service providers to collect certain information (such as online identifiers) when you visit our Website. This information is used to serve advertisements for New Balance products or services or for the products or services of other companies when you visit our Website or other websites. These companies use information collected during your visits to our Website and other websites (such as click stream information, browser type, time and date, subject of advertisements clicked or scrolled over, hardware/software information, online identifiers such as session ID, device ID, IP address and hashed email address) in order to display 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 data collected to display targeted advertisements to “lookalike” audiences (i.e., consumers who share traits with you, such as running preferences) via social media and other advertising platforms (which may be determined by the platform). See the policies of each platform for more information about these types of ads.  

Please see our Cookie Policy to find out more about our use of cookies and how you can manage your cookie preferences. 

If you don’t agree with an automated decision that our technology has made in relation to you or you wish to object to us using profiling to send you tailored marketing communications and deliver targeted advertising, you can let us know (see section 15. What If I Have More Questions About This Privacy Policy?). If you do object, we won't be able to continue to send you tailored marketing communications or deliver you with tailored online advertisements, which means the offers you receive from us may not be as relevant to you. 

Please note that the legal basis for us tailoring our marketing communications and online advertisements to your preferences is that it is in our legitimate interests to do so, having taken into account whether your interests and fundamental rights and freedoms are overridden by this type of processing. See section 5. What Is the Legal Basis For New Balance's Use of My Personal Data? for more information about what our legitimate interests are. 

To communicate with you on social media and improve our social media presence 

If you mention New Balance or New Balance-related information in a social media post, we may use any publicly available information that you post to communicate with you regarding the post. We may also aggregate the data with data from other social media posts regarding New Balance (from which you cannot be identified) to better understand and more effectively manage New Balance’s social media presence and marketing campaigns. 

To keep New Balance retail stores secure 

We operate CCTV at our retail stores where necessary to monitor security, safeguard the safety of visitors and staff, prevent product loss or damage and other operational reasons. There are prominent signs in the areas where CCTV is operated. Your image may be collected if you visit one of our stores. Any CCTV footage is automatically deleted after three months. 

Please note that access to CCTV footage is restricted to authorised New Balance staff only. It is not shared with any third party, except law enforcement agencies in limited circumstances where we are required to make disclosures by law for the prevention and detection of crime. 

To administer competitions, contests, surveys and events 

If you choose to enter a competition, contest or survey that we run, including those that we run on third party sites, or if you participate in an event we organise (such as the New Balance run club), we use your identifiers and any other personal data that you provide at the time so that we can administer your participation. 

To conduct market research 

We may invite you to be involved in market research, such as customer surveys or questionnaires. If you accept our invitation, we will use your feedback for service improvement purposes. If you tell us that you don’t want to be contacted about market research, or you don’t accept our invitation, we will respect this choice and it won’t affect your ability to access and use the Service. 

For data analytics and marketing purposes to improve our Website and the products and services we provide 

We use personal data to build a clearer picture of our customers both as a group and as individuals. We do this by using cookies and similar technologies to track and analyse your use of our Website, the services available through it and your interaction with any marketing communications that we send to you.  

This enables us to serve you better as a customer as the information we gather helps us to analyse and improve: 

• our Website and the information technology systems (including security) that are used to operate it. Some of the cookies and similar technologies we use also help prevent crashes, fix bugs and assist with basic site functions on our Website; 
• our product selection and the services we provide; and 
• the effectiveness of our marketing and other communications to you. 

Please see our Cookie Policy to find out more about our use of cookies and how you can manage your cookie preferences. 

For other business and analytical purposes 

We use your personal data to administer and improve our business to better respond to your needs. This includes troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data. 

We may also aggregate certain personal data we collect about you with information relating to other customers so that it no longer identifies you. We use the aggregated data for business purposes, including, product development, research, business improvement, reporting and marketing. 

For legal, security and fraud prevention purposes 

We may use your personal data to the extent required to enable us to: 

• enforce our policies;  
• detect, prevent and investigate fraud and any actual or suspected violations of law or misuse of our Service; 
• facilitate the exercise of your consumer rights; 
• protect the rights, property and safety of New Balance, our business, our customers and others; and 
• 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, register you for “My Account”, 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;  
• 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. These service providers act on our instructions and are our “data processors” for the purposes of applicable data protection law. For example, our service providers handle New Balance credit card processing, shipping, 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 a product Volumental AB (“Volumental”). You do not need to provide any personal data to have your feet scanned and receive in-store product recommendations. However, if you choose to receive an electronic copy of your foot scan, we will collect your name, gender, email address, and associated purchase information, which will be used by New Balance (for the purposes set forth in this Privacy Policy) and Volumental, independently, according to their respective privacy policies. Please note that, in order to access your 3D foot scan, you will need to create an online New Balance Account. Please further 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 agree to and direct us to send this related purchase information to Volumental for these purposes.  

Any personal data you provide in connection with your foot scanning experience, including any opt-out requests and purchase information, 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 13 (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 on your My Account page on our Website. This will direct you to an unsubscribe page where you can opt out of receiving our marketing emails. 

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 "My 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 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 or would like to exercise any of your privacy rights described above, please contact New Balance at privacy@newbalance.com.  

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 May 2024.

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 use the “My Account” service; 
• 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 “My Account”, 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.