New Balance has signed new deals with Atalanta and Bayer Leverkusen, bringing the American sportswear brand back into the kit design fold starting next season. 

Since losing teams like Liverpool, Roma, Ireland and Celtic in the last few years, the brand’s profile in the jersey space has taken a hit. However, the new deals are set to bring New Balance’s high-profile football kit tally up to five, joining Porto, Lille and São Paulo FC. 

The deals are set to start in the 2025/26 season, and with Leverkusen, Lille and Atalanta all hunting down Champions League spots as the season heats up, NB is almost guaranteed to have a few third kits lighting up Europe’s biggest stage come September. 

The kit market has been full of last-minute swaps and switch-ups lately, but most of the changes are between the big three. Nike, adidas and PUMA have dominated the space for years with their global giants at club and international level. With New Balance back in the conversation, the landscape is getting a much-needed shake up.

We’ve seen what NB can do with their shirts in the past, and there’s a lot more where that came from. There’s no doubt that next season’s best kit shortlist will have a few more clubs up for consideration.

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