New Balance announced its deal with Shohei Ohtani in January 2023, as the company went from being a brand officially endorsed by no one (but unofficially endorsed by aging dads everywhere) to working with some of the world’s top athletes. It was only a few months later that Ohtani’s theatrical performance in the World Baseball Classic cemented his place as an international icon.

The Ohtani 1 cleat. (Photo: New Balance)