New Balance has appointed Tracy Knauer as Senior Vice President for North America, marking a key leadership shift as the company looks to accelerate growth across core and emerging categories.
Knauer replaces Melissa Worth, who departed the business in December to take on a senior role at Abercrombie & Fitch. The transition comes amid strong financial momentum, with New Balance generating $9.2 billion in global revenue in 2025, up 19% year-on-year, driven in part by a 20% increase in the North American market.
Under Knauer’s leadership, running will remain central to product innovation and brand identity, with continued investment in performance technology across all levels of the sport. At the same time, the company is targeting expanded market share in basketball, football (soccer), and American football.
That push will be supported by athlete ambassadors including Cooper Flagg, Tyrese Maxey and Kawhi Leonard, alongside a broader strategy to deepen engagement with younger consumers and grow its apparel segment.
Women’s sports are also positioned as a core pillar of the brand’s expansion strategy, with endorsement deals involving athletes such as Cameron Brink, Coco Gauff, Michelle Cooper and Sydney McLaughlin-Levrone.
Strategically, New Balance continues to position itself at the intersection of performance and lifestyle, aiming to build a more premium, design-led brand while maintaining its core identity. Knauer, who joined the company in 2005 and most recently oversaw e-commerce, marketing and consumer insights in the region, is expected to drive that balance between innovation, growth and brand authenticity.