New Balance Expands Reconsidered Resale Platform

The footwear brand is tapping into the growing secondhand market by allowing customers to buy and sell pre-owned apparel and shoes.

Mar. 12, 2026 at 11:35am

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New Balance is expanding its Reconsidered resale platform to include pre-owned apparel in addition to footwear. Customers can now browse and purchase gently used New Balance products, as well as trade in their own lightly worn shoes for store credit. The move is part of the company's broader effort to address the environmental impact of the footwear industry and extend the life of its products.

Why it matters

The expansion of Reconsidered reflects the growing consumer demand for secondhand goods and the rise of the recommerce sector. As shoppers seek more sustainable and cost-effective options, brands like New Balance are tapping into the resale market to attract new customers, reduce waste, and bolster their environmental credentials.

The details

Through Reconsidered, New Balance customers can purchase pre-owned footwear and apparel that have been cleaned, inspected, and prepared for resale. The company also allows customers to trade in their 'gently worn' New Balance shoes in exchange for store credit. While apparel is not currently eligible for trade-in, the expanded platform now offers shoppers more options to access discounted versions of popular New Balance styles.

  • New Balance launched the Reconsidered resale platform in February 2024.
  • The company initially piloted in-store trade-in at eight retail locations before expanding the program across a wider network of stores.

The players

New Balance

A Boston-based footwear company that is expanding its Reconsidered resale platform to include pre-owned apparel and shoes.

Tracy Knauer

The vice-president of North America marketing and direct-to-consumer at New Balance.

John Stokes

The director of sustainability at New Balance.

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What they’re saying

“Reconsidered has been an impactful platform for New Balance consumers to access popular, like-new or gently worn styles while helping to extend the life of our footwear. We've seen an influx of new customers come to us through Reconsidered, so we're excited to continue offering them even more options through our expansion into the apparel category.”

— Tracy Knauer, Vice-president of North America marketing and direct-to-consumer (Forbes)

“We know the footwear industry has a significant environmental impact, including too many products ending up in a landfill. There are many things that have to shift. Launching Reconsidered is one piece of the puzzle.”

— John Stokes, Director of sustainability (Forbes)

What’s next

New Balance plans to continue expanding the Reconsidered platform and explore additional ways to reduce the environmental impact of its products.

The takeaway

New Balance's expansion of its Reconsidered resale platform demonstrates how leading brands are embracing the secondhand market to attract new customers, extend the life of their products, and bolster their sustainability efforts in response to growing consumer demand for more eco-friendly and cost-effective options.