Imagine a baseball player who can hit towering home runs and then take the mound to fire fastballs past bewildered batters. Now, picture that same superstar collaborating with a brand known for pushing boundaries and celebrating those who embrace the present. That’s the dynamic of the duo of Shohei Ohtani and New Balance.

Ohtani, the Japanese two-way phenom playing with the Los Angeles Dodgers in his seventh year in MLB, isn’t just a force on the field; he’s a marketing juggernaut. New Balance, meanwhile, has globally transformed itself into a haven for innovative athletes who defy convention. Their partnership, then, is a match made in marketing heaven, combining dazzling talent with cutting-edge style. So, how did this powerful duo come together—and what does their future hold?

When Did Shohei Ohtani Sign With New Balance?

Ohtani’s partnership with New Balance, formed on January 31, 2023, wasn’t just a random at-bat; it was a strategic swing for the fences by both parties. Remember that eight-year run Ohtani had with Japanese sportswear giant Asics? It seems that as his career skyrocketed in America, so did the need for a sponsor with a stronger presence in the Northern American market.

New Balance, already a growing force with established stars like baseball’s Francisco Lindor and basketball’s Kawhi Leonard, was the perfect fit. But it wasn’t all about brand recognition. Ohtani, known for his dedication to his craft, likely appreciated New Balance’s reputation for innovative, high-performance products. After all, a guy who throws heaters and crushes homers needs gear that can keep up! There might have been another factor at play too.

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Asics is a prominent brand in Japan, but New Balance might have offered Ohtani the chance to expand his reach and influence even further. Imagine Ohtani rocking some fresh New Balance cleats on the mound, inspiring a whole new generation of young ballplayers across the globe.

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The signing wasn’t just a new logo on Ohtani’s jersey; it was the start of a powerful partnership with a brand built on shared goals, performance focus, and a dash of global expansion. Did this collaboration translate into a home-run deal financially?

Is This One of the Biggest Sponsor Deals? Know the Answer

While the exact figures remain a closely guarded secret, whispers in the industry suggest Ohtani’s deal with New Balance lands firmly in the territory of the biggest endorsement contracts for MLB stars. Reports estimate that the annual value of this one deal alone could be well over $5 million, a staggering sum that reflects Ohtani’s unique position in the sport.

Think about it: Here’s a player who transcends borders. He’s a superstar in his native Japan and has become a household name in North America. His electrifying performance on the field, coupled with his humble and genuine personality, makes him a marketing goldmine. Brands are lining up to be associated with him, not just for his athletic prowess but for the positive image he projects.

So, while the exact numbers aren’t public knowledge, it’s safe to say Ohtani’s partnership with New Balance is a lucrative one, placing him among the highest-earning MLB players in terms of endorsements. This hefty sum becomes even more crucial when considering the unique structure of his contract that came next.

Renewed Partnership: A New Deal That Strengthened Shohei Ohtani’s Faith

Ohtani’s star power extends far beyond his athletic abilities. His influence and popularity have translated into lucrative endorsement deals with major brands like New Balance, Fanatics, Topps, Mitsubishi, Japan Airlines, BOSS, Seiko, Porsche, Kowa, Decorté, and Kosé. These endorsements help support his passion for the game and his focus on winning.

This became even more evident in December 2023, when Ohtani sent shockwaves through the sports world by signing a record-breaking 10-year, $700 million contract with the Los Angeles Dodgers. However, this deal came with a unique twist that demonstrates Ohtani’s incredible dedication to winning.

He agreed to defer the vast majority of his salary, making just $2 million per season, to allow the Dodgers maximum flexibility to build a championship-caliber roster around him. “The deferrals were primarily about allowing the team to be successful on the field,” a source told the LA Times. “Because above all else, he wants to win.” This selfless move reinforces Ohtani’s reputation as a true team player.

Shohei Ohtani isn’t just getting endorsement deals, he’s crushing it! It’s estimated that Ohtani brings in over $40 million annually from endorsements, making him the highest-paid MLB athlete in that category.

Moreover, Ohtani’s endorsement deals, particularly his lucrative partnership with New Balance, play a crucial role in compensating for this deferred salary. He leads all of Major League Baseball with a massive $65 million in endorsement earnings this year (as reported by Sportico). 

Shohei Ohtani’s Endorsements: How the Two-Way Phenom Landed Some of the Biggest Brand Deals Among MLB Players

By relying on his brand power, Ohtani can focus on his primary goal: winning a World Series title with the Dodgers. This commitment to winning resonates deeply with New Balance, a brand that champions dedication and the pursuit of excellence. Their shared vision for success makes this partnership a perfect match, and it shows in exciting new developments like Ohtani’s very own logo.

Shared Faith: New Balance Curated a Logo for Shohei Ohtani

Ohtani’s partnership with New Balance goes beyond just wearing their apparel and footwear. In March 2024, they unveiled a unique collaboration—a signature logo designed specifically for Ohtani. This wasn’t just any logo; it was a symbol carefully crafted to represent Ohtani’s journey and accomplishments.

The logo itself is a striking black-and-white image depicting Ohtani rounding first base. This dynamic pose wasn’t chosen by accident. According to a press release, it “taps into his strengths as both a hitter and a pitcher.” It’s a powerful image that captures the very essence of what makes Ohtani such a special player—his exceptional skill on both sides of the game. But the logo is more than just a cool image.

For Ohtani, it’s a deeply personal symbol. “To finally reveal this special logo that I’ve worked closely on is truly an exciting moment for me,” Ohtani said in a statement. “It is a visual representation of my journey in baseball and I am excited to share it with the world.” The logo isn’t just a marketing tool; it’s a symbol of Ohtani’s dedication to the sport and his remarkable achievements.

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The launch of the logo was a major event, generating excitement among his global fanbase and the baseball world alike. To celebrate, New Balance even hosted a special pop-up event at their Los Angeles storefront, featuring limited-edition merchandise with the new logo.

This event, along with the intricate design process, highlights the collaborative spirit between Ohtani and New Balance. It’s a partnership built on mutual respect, a shared vision, and a commitment to excellence, both on and off the field. This spirit of collaboration extends beyond logos to exciting product releases and fan experiences.

Other Exciting Collaborations

New Balance and Ohtani go beyond the signature logo and custom gear, continuously engaging fans with unique releases under their “We Got Now” campaign. These limited-edition drops, inspired by the superstar’s personality and achievements, celebrate his bold spirit and create a sense of exclusivity that strengthens the connection with his devoted fanbase.

For example, this month, New Balance released a limited edition “Made in Japan” shirt collection designed in collaboration with Ohtani. These shirts, inspired by his Japanese heritage, offered a premium touch and a deeper connection with fans in his home country.

Additionally, the playful “Unicorn” graphic tees showcased Ohtani’s rare blend of power and finesse as a two-way player, a true unicorn in the world of baseball. The excitement doesn’t stop there.

In September 2023, New Balance made headlines by creating custom-made replicas of Shohei Ohtani’s personal glove. These weren’t just for show; a select number of these incredible gloves became available for purchase, allowing fans to own a piece of the Ohtani magic.

Ohtani’s commitment to giving back aligns perfectly with New Balance’s values. Together, they actively support charitable causes in Japan, highlighting Ohtani’s generosity and positive impact on the global community.

In November 2023, Ohtani even partnered with New Balance to gift a whopping 60,000 baseball gloves to elementary schools across Japan. This incredible act of philanthropy inspires young athletes and helps grow the game that he so loves.

These collaborations extend far beyond just boosting sales figures for New Balance. They demonstrate the brand’s dedication to building a meaningful relationship with Ohtani as both an athlete and a global figure. Each campaign and limited release reveals a new facet of Ohtani’s personality, attracting fans who admire his talent, humility, and social consciousness.

This positive image and widespread admiration make Ohtani even more appealing to potential sponsors across diverse industries, both in the United States and around the world.