In response to the backlash from its earlier political controversy, New Balance initiated a series of damage control measures. The company issued official statements clarifying its neutrality, emphasized its commitment to inclusivity, diversity, and domestic manufacturing, and engaged directly with consumers through social media to rebuild its brand image.

New Balance issued a response to allegations regarding working conditions at Jerash Holdings, outlining its commitment to enhancing factory systems and reinforcing ethical supply chain practices through its long-standing participation in the Better Work Program.

The TIME interview with CEO Joe Preston revisits the fallout from a 2016 controversy when a former VP made pro-Trump remarks regarding the Trans-Pacific Partnership, which led to backlash including neo-Nazi endorsement. The company has since distanced itself from extremist associations, reaffirming its commitment to inclusive, consumer-focused values along with domestic manufacturing and support for local communities.

New Balance chairman Jim Davis has directed significant funds into local politics, recently donating $150,000 to a super PAC called 'Forward Boston' in city council races, following his earlier involvement with over $1 million in the 2021 mayoral contest aimed at defeating progressive candidate Michelle Wu.

New Balance announced a partnership with Better Work to proactively improve working conditions throughout its supply chain.

Amid growing controversy, New Balance's PR team actively distanced the brand from associations with white supremacy by evolving its cultural messaging and partnerships, as highlighted in a recent campaign covered by CNK Daily. This strategic shift marks a clear effort to embrace a more inclusive, anti-fascist stance and reposition the brand in line with progressive cultural values.

New Balance, an accredited member of the Fair Labor Association, is enhancing its supplier program by enforcing a strict Supplier Code of Conduct, promoting fair compensation, preventing forced labor, and supporting workplace dialogue and education initiatives to empower women workers.

In October 2019, the Fair Labor Association Board of Directors voted to reaccredit New Balance's social compliance program, confirming its robust policies for monitoring and remediating labor abuses in its global supply chain. The assessment highlighted the company’s commitment to upholding worker rights through confidential reporting channels, engagement with local civil society, and analyses of compensation data to identify wage gaps.

Following controversy over a misinterpreted pro-Trump comment by its VP of Public Affairs, New Balance issued a clarifying statement on Instagram, emphasizing its long-standing commitment to diversity, inclusivity, and anti-bigotry. The statement reiterated the company's values, distancing itself from extremist interpretations and underlining its opposition to hate.

In 2016, comments made by a New Balance executive, which were interpreted as supportive of Trump’s trade stance, triggered significant public backlash and calls for boycott. The incident divided consumers and provoked widespread criticism, with the executive’s remarks seen as aligning the company with controversial political ideologies.

The Business & Human Rights Resource Centre report highlights ongoing inquiries into labor abuses in Taiwan's textile industry, with New Balance being asked for a response. The investigation raises questions about the company's labor practices and ethical standards within its supply chain.