Inside New Balance’s Plan to Become a $10 Billion Sportswear Giant

New Balance has always kept a little quieter than its rivals.

In the late 1980s, for example, as Air Jordan sneakermania was setting in, it adopted a philosophy called “Endorsed by No One,” whereby the brand opted to invest in R&D and manufacturing instead of paying celebrities or star athletes to promote its gear.

Times have changed.

Today, New Balance is driving brand heat through collaborations with a handful of key partners like Aimé Leon Dore’s Teddy Santis, Joe Freshgoods and…