New Balance Athletics and HandsFree Labs Partner to Deliver Hands-Free Footwear USA - English USA - English

Strategic partnership brings patented hands-free convenience to New Balance's global footwear range

LINDON, Utah, March 26, 2026 /PRNewswire/ -- HandsFree Labs (HFL) today announced a new licensing agreement with New Balance Athletics, one of the world's leading athletic footwear and apparel brands. HFL pioneered hands-free shoe technology and is supported by a portfolio of more than 200 issued and pending utility patents globally. Through this agreement, New Balance will launch footwear offerings incorporating HFL's highly-innovative and patented technologies.

The agreement underscores the growing consumer demand for convenient, easy-on footwear that does not compromise performance, comfort, or style. HFL's proprietary technology enables wearers to step into their shoes without bending down or using their hands, redefining how people experience footwear.

The relationship reflects a broader shift in the footwear industry toward functional innovation that serves athletes and everyday consumers alike, including parents, commuters, travelers, and individuals seeking greater ease and accessibility.

"New Balance has a long history of innovation and craftsmanship, making them an ideal brand to work with as we continue to scale hands-free footwear globally," said Gareth Hosford, CEO at HandsFree Labs and Kizik. "This represents another important milestone in bringing hands-free footwear to more consumers worldwide, and further validates both the accelerating market opportunity for hands-free footwear and the breakout consumer demand for HFL's patented technologies."

The first New Balance products featuring HFL's hands-free technologies are expected to launch in Spring 2027.

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SOURCE HandsFree Labs, Inc.