New Balance Launches Reconsidered Resale Program for Sustainability
New Balance is set to launch a resale program called Reconsidered on its website on Monday. The program is supported by Archive, a branded resale platform, and has partnered with fashion brands Maje and Ulla Johnson.
New Balance is marketing Reconsidered as part of its sustainability commitments. The brand aims to extend product life and reduce waste in the footwear industry. The program will offer pre-owned shoes, consumer returns, and cosmetically imperfect footwear that has been cleaned using waterless technology, courtesy of a partnership with Tersus Solutions.
New Balance has set ambitious sustainability goals. By 2025, it plans to run owned operations on renewable energy and transition to lower-impact materials and lower carbon transportation. The brand is not alone in this endeavor. Brooks Running and On have recently launched their own resale platforms.
The Reconsidered platform includes an option to trade in merchandise for a voucher on the New Balance e-commerce site. With the support of Archive, which has partnered with over 50 brands globally to scale their circular and resale businesses, New Balance's in-house resale efforts could create competition for existing resale platforms like StockX.
