How New Balance plans to exploit the ‘gaps’ left by Adidas and Nike at its first ever World Cup

Leading sports brands like Nike and Adidas are “overspending” when it comes to the World Cup, according to New Balance’s head of football. Yet despite the big budgets, they are leaving gaps which are being exploited by the challenger brand through a partnership with publisher Goal. Kenny McCallum, general manager of global football at New Balance, opened up on how the brand will approach its first ever World Cup, having only being involved in the sport for three years...