New Balance's Reconsidered platform aims to give consumers the chance to purchase both gently used consumer returns as well as cosmetically imperfect footwear that may not be suitable for sale as new.

It is said to align with the brand's commitment to extending the lifecycle of its products and reducing environmental impact within the footwear industry.

New Balance director of sustainability John Stokes emphasised the brand's commitment to tackling the environmental impact of the footwear industry and said: “Launching Reconsidered is one piece of the puzzle with a programme objective to help extend product life for some of our product and get the most from what is already made.”

Beyond the Reconsidered resale programme, New Balance has also set sustainability goals. The company is working towards achieving its approved 1.5°C-aligned emissions reduction targets through the Science Based Targets Initiative (SBTi).

Other key objectives include sourcing 100% renewable electricity for owned operations by 2025, continued use of lower-impact materials, transitioning to lower carbon transportation, and engaging with governments to advocate for improved climate policy.

The Reconsidered platform is now accessible to customers in the US and an in-store trade-in programme is set to be piloted at eight retail locations with plans to scale it into more US stores later in the year.

Customers can actively contribute to the initiative by trading their gently worn New Balance shoes through mail or in-store drop-off. In return, they will receive vouchers for eligible trade-ins, which can be used towards their next New Balance purchase.

The value of these vouchers will be determined by the seasonality and condition of the traded-in product. All items available on Reconsidered undergo a thorough cleaning, ensuring quality and hygiene.

To facilitate the Reconsidered experience and ensure the fulfilment of sustainable practices, New Balance has partnered with Archive, a technology platform specialising in branded resale.

Product cleaning, fulfilment, and warehousing is entrusted to Tersus Solutions, which specialises in waterless cleaning technology and textile reclamation solutions for apparel and footwear.

New Balance started construction on its new $70m manufacturing facility in New Hampshire last November.