New Balance Launches Trade-in Program ‘Reconsidered’ in Nearly 100 Stores

New Balance Launches Trade-in Program ‘Reconsidered’ in Nearly 100 Stores

In partnership with Archive, the brand is scaling its Reconsidered program, where customers bring in gently worn footwear to receive a voucher toward their next purchase.

New Balance is expanding its resale program, dubbed Reconsidered, after launching it earlier this year. Through the program, shoppers can purchase secondhand shoes or “cosmetically imperfect” items and trade in pre-owned shoes for a voucher. 

Reconsidered features both customer-sourced products and brand-owned inventory. New Balance noted that secondhand products supplied by customers sell 2.6 times faster than its brand supply.

Reconsidered is part of the company’s sustainability efforts. The brand is also a member of the Footwear Collective, an effort aiming to promote circular footwear. 

In recent years, many athleticwear and outerwear brands have jumped on the resale trend. Examples include Lululemon Dick’s Sporting Goods with SidelineSwap and Canada Goose and Carhartt with Trove.