New Balance is ready to jump into the world’s most popular sport: soccer (or as it’s known everywhere other than the U.S. — football). The Boston-based athletic brand announced on Wednesday it will outfit several top club teams for the 2015/16 season, including Liverpool FC, Sevilla FC and Stock City. Those teams previously partnered with New Balance’s sister brand Warrior. Joe Preston, EVP of global footwear and apparel for New Balance, noted that the strong growth around Warrior prompted the company to reconnect New Balance with soccer. The brand once had a presence in the category in the early 1980s, when it sponsored Bryan Robson, the captain of the U.K. national team. Kendall Waston, Joe Preston and Tim Cahill at the New Balance Football announcement. Now, it will be working with athletes from across the globe, including Australia’s Tim Cahill, Costa Rica’s Kendall Waston, Brazil’s Fernando Reges and Belgium’s Marouane Fellaini. At the press event, simulcast in London and New York, the footballers pointed out they have been wear-testing the new boots for a few months, and some have scored some of the best goals of their lives. “Our approach is, we want to be known as the player’s brand,” said Preston. “The insights that Read More...