New Balance revealed Seattle Seahawks quarterback Jalen Milroe as the newest addition to its roster at a fireside chat with sports broadcaster Maria Taylor on Friday.
As part of the brand roster, Milroe will play an active role in wear testing and developing new football product, providing direct feedback and working with the New Balance product team, the company noted. The Super Bowl champion will also be featured in performance and lifestyle campaigns across the brand.
In an interview with FN ahead of the announcement, Milroe called the new partnership “special” as he is excited to be a part of the brand.
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“From the point I started talking to New Balance, I could tell they really cared about me as a person,” Milroe said. “They asked me about my values, what I’m interest in, what other things I like. And then what I met the whole team, I knew we had a connection for future endeavors.”
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Milroe also said the fact that his brother is a personal fan of New Balance makes this partnership extra special. “He’s from the DMV (DC, Maryland and Virginia metro area), and New Balance is everything there,” he added. “So, now to be able to work with New Balance, it’s pretty cool. It feels like a full circle moment.”
Growing up in Katy, Texas, Milroe’s journey has been defined by excellence on and off the field. A two-year starter for the Alabama Crimson Tide and recipient of the William V. Campbell Trophy – often referred to as the “Academic Heisman” – Milroe was later drafted by the Seahawks in the third round of the 2025 NFL draft last April.
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Jalen Milroe. Courtesy of New Balance
Beyond performance, Milroe is committed to giving back. He spends every Tuesday visiting the Children’s Hospital, coaches a 7-on-7 team in Alabama and hosts four football camps annually for more than 1,000 kids, using his platform to inspire and support the next generation of athletes.
Milroe joins New Balance’s growing roster of athletic talent, which includes Coco Gauff, Shohei Ohtani, Gabby Thomas, Syndey McLaughlin-Levrone, and many more.
This news comes as New Balance continues to deepen its roots in American football. Earlier this week, the company announced a long-term agreement that will have New Balance serve as the official partner the New England Patriots and Gillette Stadium. As part of the deal, New Balance branding will be integrated year-round across in-stadium signage, on-field placements, Patriots Place, and Patriots digital, social and broadcast platforms.
What’s more, the Patriots will unveil a training center next to Gillette Stadium, officially named the New Balance Athletics Center, with surrounding practice fields branded as New Balance Practice Fields this spring. Spanning 160,000-square-feet, the facility is designed as a fully integrated performance campus for football operations.
New Balance will also serve as the presenting sponsor of Patriots Training Camp, and, as a cornerstone partner of the Patriots Foundation, the company will also collaborate to develop, support and promote charitable initiatives as a core component of the relationship.