Business & Policy | Industry Updates

New Balance Launches ‘Reconsidered’ Resale Program

Published: February 8, 2024
Author: Fashion Value Chain

New Balance has introduced its new ‘Reconsidered’ resale program, aimed at offering consumers the opportunity to explore and purchase pre-owned shoes. Accessible through the New Balance website, the program features gently worn shoes, including consumer returns and imperfect footwear that cannot be sold as new.

Customers can participate in the program by trading in their gently used New Balance shoes either through mail or in-store drop-off. In exchange, they will receive a voucher for eligible trade-ins, which can be used toward their next New Balance purchase online at

The Reconsidered program is currently available to customers in the U.S. through a dedicated website, with plans to pilot the in-store trade-in program at eight retail locations before expanding to more U.S. stores later this year.

John Stokes, director of sustainability at New Balance, emphasized the environmental impact of the footwear industry and the brand’s commitment to addressing it through initiatives like Reconsidered. By extending the life of products and maximizing their utility.

The launch of the Reconsidered program aligns with New Balance’s broader sustainability objectives, including emissions reduction targets and the transition to renewable energy sources. By 2025, the brand aims to achieve 100% renewable electricity for its operations, source lower-impact materials.

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