New Balance Athletic Shoe Inc., a Boston company that once soft-peddled endorsements by star athletes, has added Yadier Molina and Josh Beckett to its roster of pitchmen as it looks to accelerate growth in the baseball category.
As a former star for the Red Sox, Beckett both wowed and disappointed local fans.
New Balance added that it re-signed Mark Trumbo and Cy Young winner, RA Dickey, to multi-year endorsement contracts.
Partly as a result, the company said that 450 professional baseball players are now part of the New Balance team. Miguel Cabrera, Curtis Granderson, Nick Swisher, CJ Wilson, Dustin Pedroia, and Andre Ethie are among big-name players in the New Balance line-up.
“New Balance is focused on providing innovative, high performance baseball cleats with unmatched comfort,” Mark Cavanaugh, general manager of sports marketing at New Balance, said in a statement. “As a result, athletes are choosing to wear New Balance. In addition to offering superior product, New Balance is committed to working with Team NB athletes to support their charitable endeavors off the field. In 2013, all NB baseball athletes have committed to giving back to charities or their local communities.”
New Balance reported worldwide sales of $2.39 billion in 2012.Chris Reidy can be reached at firstname.lastname@example.org.