New Balance Athletics, Inc. has promoted Tracy Knauer, most recently VP of North America marketing, e-commerce and consumer analytics, to senior vice president of North America.
Knauer has been with New Balance for over 20 years, in roles spanning Marketing, Product, Sales, and DTC Operations.
“Tracy is an experienced industry leader with a deep understanding of our business, our brand and our consumer,” said Joe Preston, New Balance president and CEO. “She is a talented and team-focused executive who embraces our brand’s core values and will drive continued momentum for our North American region.”
“I’m excited to take on this role that reflects my strong commitment to New Balance and our valued partners in the region,” said Knauer. “We have an incredible North American team, and together we will continue to drive meaningful growth, innovation and opportunity for the brand and the business.”
Knauer joined New Balance in 2005 as the marketing manager for North America Activation, Wholesale, and Retail Marketing. Other roles have included senior director of North America Marketing, general manager of North America Digital Wholesale, and general manager of Global Accessories and Licensing.
Knauer added on a LinkedIn post, “Over more than two decades at New Balance, I’ve had a front row seat to the evolution and growth of our brand — and to what this team is capable of achieving together. The region is full of talented, committed leaders and associates who are collectively driven to achieve a common goal and bring our values to life every day. What gives me the greatest confidence in this moment is the strength of our North American team.
“New Balance is grounded in purpose and a brand with deep heritage, authenticity and momentum. That foundation, combined with the talent on the team, positions us exceptionally well to continue growing, scaling and strengthening our impact and connection with retailers and consumers across the region.”
In February, New Balance reported that its sales grew 19 percent in 2025 to $9.2 billion, marking the company’s fifth consecutive year of double-digit growth. The North American region grew by more than 20 percent in 2025, while the European region grew by more than 30 percent. Both its global apparel business and owned retail surpassed $1 billion for the first time.
Images courtesy New Balance
