In the wake of the booming wave from NFT and metaverse, New Balance sneakers have become the latest big brand to enter this field.


Attorney Josh Gerben of Gerben Intellectual Property discovered New Balance's registered filings on January 13, 2022, indicating the company was demonstrating a certain interest in business services in NFT space, metaverse and blockchain technology.


“New Balance is coming to the metaverse. The company has just filed three trademark applications with the intention of selling New Balance branded shoes, apparel and virtual sports equipment.”


The application describes a wide range of virtual goods categories accessed through the metaverse world. New Balance also explains how other retailers can showcase the company's products through the field. In addition, the sports giant describes an entertainment service, which provides online accessories to participants of the metaverse.


New Balance is an American sportswear and footwear company founded in 1906 based in Boston, Massachusetts. Up to now, New Balance is currently one of the world's largest sports footwear manufacturers. The company has totaled about $40 billion in sales since 1991.


New Balance's latest move is relatively understandable given that direct competitors like Nike and adidas have taken a step ahead into the metaverse. Adidas recently partnered with The Sandbox (SAND) , Coinbase and hit NFT project Bored Ape Yacht Club (BAYC) .


Meanwhile, Nike teamed up with Roblox to build virtual worlds and acquired NFT startup RTFTK Studios to bolster its ambitions to conquer the metaverse. Under Armor also joins the race with basketball superstar Stephen Curry through a unique collection of NFTs.


Furthermore, trademark attorney Gerben recently discovered that another industry giant, Puma, had also filed a similar application with the United States Patent and Trademark Office (USPTO).