In 2024, New Balance launched Reconsidered, a dedicated in-house resale platform designed to extend the life cycle of its footwear and reduce environmental impact. With this initiative, the 118-year-old brand joined other major players like Nike and adidas in the second-hand fashion space.
By offering a circular shopping experience, New Balance continues to deepen its commitment to sustainability and responsible consumption—supporting customers in making more conscious choices without compromising on style or performance
Image source: @archiveresaleco
Turning Gently Used Sneakers Into Store Credit
The Reconsidered initiative allows customers to return gently worn New Balance sneakers in exchange for a voucher redeemable on future online purchases. The trade-in value is determined by the condition of the shoes and the season in which they are returned. Footwear that meets the resale criteria will be refurbished and resold on a dedicated section of the company's website.
Image source: @archiveresaleco
Powered by Archive's Resale Infrastructure
To bring this program to life, New Balance has partnered with Archive, a resale technology startup known for supporting similar initiatives with brands like Pangaia and The North Face. Archive's CEO, Emily Gittins, explained that brand selection for partnerships depends on quality and scale, both areas where New Balance fits the bill.
Image source: @archiveresaleco
Aligning Business with Bold Climate Goals
This resale initiative is part of New Balance's broader sustainability roadmap. The brand is aligning itself with the Science-Based Targets Initiative, a UN-led effort aimed at limiting global warming to 1.5°C. In line with these environmental goals, the company also plans to transition to 100% renewable electricity for its operations by next year.
"Sustainability in the footwear industry is long overdue. The Reconsidered program is a meaningful step forward aimed at extending product life and reducing waste. It reflects our responsibility not just to the consumer, but to the planet". -John Stokes
A Smarter Solution to Returns and Waste
Retail returns have become a costly and environmentally taxing issue, often leading to surplus inventory being discarded or stored indefinitely. The Reconsidered program offers an innovative alternative by giving returned items a second life through resale. This move not only supports sustainability goals but also helps recapture value from merchandise that would otherwise be lost. By prioritising circularity and encouraging mindful consumption, New Balance is stepping up as a leader in sustainable fashion- one pair of sneakers at a time.
Currently, the New Balance Reconsidered programme is only available in the United States. Products can be purchased and shipped within the continental U.S., including Hawaii and Alaska, but international shipping – including to Europe – is not yet possible. So far, there have been no official announcements regarding an expansion of the programme to European markets.
We at reflawn will keep you updated if anything changes! Be sure to keep an eye on the reflawn news page section and follow @reflawn_official for any updates!
Image source: @newbalance
What is New Balance Reconsidered?
New Balance Reconsidered is the brand's official resale program that allows customers to trade in gently worn sneakers for store credit. The returned shoes are refurbished and resold, supporting a more sustainable and circular approach to footwear.
How does the Reconsidered program work?
Customers can send in their gently used New Balance sneakers in exchange for store credit. If accepted, the shoes are cleaned and resold on New Balance's resale site.
