New Balance DIGITAL

Enterprise Technology Stack & Vendor Relationships

No public evidence identified of New Balance holding licensing, subscription, or integration relationships with Check Point, Wiz, SentinelOne, CyberArk, NICE, Verint, Claroty, Palo Alto Networks, or other Israeli-founded or Israeli-origin cybersecurity vendors. Salesforce documents New Balance using Maps Territory Planning within its CRM, and systems integrator Red Van describes New Balance customization on Salesforce Commerce Cloud. These establish commercial software relationships; no Israel-specific deployment or security end-user nexus was identified for them ^{1, 2}. No public evidence identified of systems integrators or IT consultancies engaged by New Balance that mandate or deploy Israeli-origin technology. A further confirmed retail-technology vendor relationship is with a Swedish company: New Balance has used Volumental, a Stockholm, Sweden-headquartered 3D foot-scanning technology provider, since 2017, including deployment at a concept store launch in Singapore in 2023 ³. Volumental is confirmed to have been founded in Stockholm in December 2012, with no Israeli nexus identified in its corporate history ⁴. The Volumental relationship also extends to a companion mobile application enabling biometric foot measurement and shoe-fit recommendations ⁵, formally announced by New Balance via press release on 3 October 2023 ⁶.

Surveillance, Biometrics & Retail Technology

New Balance deploys Volumental’s 3D foot-scanning biometric measurement technology in select retail stores and via a companion mobile app, capturing foot-shape data for fit recommendations, a relationship in use since 2017 and documented as expanding through at least October 2023 ^{3, 5, 6}. The vendor is Swedish-founded and no Israeli nexus was identified for this specific system ⁴. No public evidence identified of New Balance use of facial recognition, gait analysis, or other biometric identification technologies from Trigo, BriefCam, AnyVision/Oosto, Trax, or comparable Israeli-origin vendors; Trigo’s documented retail deployments are with Tesco (UK) and REWE (Germany), with no New Balance association located. No public evidence identified of Israeli-origin predictive policing, sentiment-analysis, social-media monitoring, or workforce-surveillance tools used by New Balance. No public evidence identified of indirect or bundled delivery of Israeli-origin surveillance technology to New Balance via third-party retail platforms.

Cloud Infrastructure, Data Residency & Sovereign Cloud Participation

No public evidence identified that New Balance operates, leases, or co-locates data centre infrastructure in Israel. No public evidence identified of New Balance participation in Project Nimbus or any comparable Israeli government cloud programme; Project Nimbus is documented as a $1.2 billion contract between Google, Amazon, and the Israeli government, with no reference to New Balance located in reporting on the programme ^{7, 8}. No public evidence identified of New Balance providing data-sovereignty or infrastructure-resilience services to Israeli state or military bodies.

Defence, Intelligence & Security Sector Technology Relationships

No public evidence identified of any contract, partnership, or service agreement between New Balance and the Israeli Ministry of Defense, the IDF, Israeli intelligence agencies, or other state security bodies. No public evidence identified of New Balance’s commercial technology being deployed for military, intelligence, or law-enforcement surveillance applications in Israel or the Occupied Palestinian Territory. No public evidence identified of New Balance developing, selling, licensing, or maintaining offensive cyber capabilities or digital weapons systems.

AI, Algorithmic & Autonomous Systems

No public evidence identified of New Balance providing AI/ML, computer-vision, or autonomous decision-support systems to Israeli state, military, or security bodies. The only documented computer-vision-adjacent technology associated with New Balance is Volumental’s 3D scanning system, which is retail fit-technology with no state or Israeli nexus identified ^{3, 4, 5}. No public evidence identified that any New Balance-linked AI system has been trained on or given access to civilian population data, intercepted communications, or surveillance-derived datasets originating from Israel or the Occupied Palestinian Territory. No public evidence identified of New Balance providing autonomous targeting, threat-detection, or tracking systems to Israeli military or security forces.

Technology Ecosystem & R&D Footprint

No public evidence identified of New Balance operating R&D facilities, engineering offices, innovation labs, or accelerator programmes within Israel. No public evidence identified of New Balance acquiring Israeli-origin technology companies or making strategic investments in Israeli tech startups or venture funds. Chairman Jim Davis’s documented outside technology investment activity is in XL Fleet, a U.S. fleet-electrification company, with no Israeli nexus identified ^{9, 10}. Company leadership as publicly documented consists of Joe Preston as President and CEO ¹¹, with no technology-sector or Israel-linked board affiliations located for either principal reviewed. No public evidence identified of patent portfolios, licensing agreements, or co-development arrangements between New Balance and Israeli-domiciled entities such as the Technion, Hebrew University, the Weizmann Institute, or Israeli commercial R&D partners.

Civil Society Scrutiny & Regulatory History

BDS Movement called for a boycott of New Balance, jointly with Crowne Plaza/IHG, on 12 March 2014 over New Balance’s sponsorship of the Jerusalem Marathon, an event organized by the Jerusalem Municipality in partnership with Israeli government ministries; the campaign cited enabling of Palestinian human-rights violations and “image whitewashing,” and noted that New Balance had received boycott warnings in 2013 and continued its sponsorship into 2014, with no company response documented in that source ¹². Consumer boycott aggregators allege a Delta franchise link, three Israeli stores, and 2022 Tel Aviv Marathon sponsorship, but these claims are not corroborated by the reviewed primary sources ^{13, 14, 15, 16}. New Balance’s Israel site instead identifies Silon Sports as its exclusive importer, while Delta Israel’s own brand portfolio does not name New Balance ^{15, 16}. OHCHR and NGO documentation of Delta’s settlement activities consequently does not establish New Balance involvement; no technology dimension connecting these businesses was identified ^{17, 18, 19}. One low-quality source asserted a “limited-edition New Balance x Ahava” Dead Sea-minerals collaboration, but the source page itself resolved to an expired-domain parking notice on direct review and no corroborating source was located among New Balance’s documented brand collaborations, so this claim should be treated as unverified ²⁰. No public evidence identified of any regulatory inquiry, legal challenge, export-control action, or sanctions investigation involving New Balance’s technology sales or services to Israeli state entities. No public evidence identified of New Balance being named directly in UN Special Rapporteur reporting, in Who Profits’ or AFSC Investigate’s company databases (as distinct from the separately investigated Delta companies, whose New Balance relationship is unconfirmed), or in the Don’t Buy Into Occupation company lists; the 2025 Don’t Buy Into Occupation report’s annex was not independently retrievable in the underlying research to confirm or rule out a direct listing ²¹.