Brooks Running signed as official footwear partner of the New Zealand Olympic Committee through 2034, a ten-year commitment that puts the Seattle-based brand into Olympic-tier sponsorship for the first time. The partnership begins this month at the Commonwealth Games and covers all New Zealand Olympic and Commonwealth Games teams through the LA 2028 and Brisbane 2032 Olympic cycles. Financial terms were not disclosed.
The deal gives Brooks category exclusivity across New Zealand's Olympic apparatus—approximately 200 athletes compete under the NZOC banner across summer and winter Games—and positions the brand alongside adidas (Team GB through 2028), Nike (Team USA indefinitely), and Asics (Australia through 2028) in the Pacific footwear hierarchy. Brooks' entry is notable for timing: the brand has no prior Olympic portfolio, competes almost exclusively in road running and trail categories, and now holds rights through Salt Lake City 2034, where the IOC is reportedly negotiating a global banking sponsor with JPMorgan Chase that could shift the worldwide partnership model away from consumer goods.
The NZOC operates under constrained commercial terms compared to larger delegations. New Zealand sent 212 athletes to Paris 2024 and won 20 medals (tenth overall by efficiency), but the committee's annual budget sits near NZD 60 million (USD 35 million), roughly one-fifth of Australian Olympic funding. Footwear partnerships for smaller delegations typically range from USD 500,000 to USD 2 million annually depending on kit volume, athlete activation rights, and retail distribution commitments. Brooks' decade-long horizon suggests product development integration rather than pure branding—the company will need to outfit rowers, sailors, track athletes, and winter sports competitors, categories where it currently holds negligible market share.
Brooks is majority-owned by Berkshire Hathaway, acquired in 2011 for an undisclosed sum when the brand held roughly USD 200 million in annual revenue. The company now generates an estimated USD 1.4 billion annually, nearly all from running footwear sold through specialty retail in North America. The NZOC deal marks geographic and categorical expansion at a moment when Brooks' core U.S. run specialty channel is consolidating—Fleet Feet acquired Run On in 2023, and independent store count continues declining. Olympic partnerships historically serve as product validation in international markets where brand awareness lags: Asics used Australian Olympic ties to maintain 40 percent running specialty share in ANZ, and adidas credits Team GB partnerships with preserving UK athletics credibility through the 2010s.
The ten-year term carries execution risk. Brooks has no track spikes line, no sailing footwear, no winter boots. The company will either need to develop categories outside its expertise or rely on existing franchises (Ghost, Adrenaline) for ceremonial and training use while athletes compete in specialist gear. This mirrors Nike's approach with Team USA—broad rights, narrow product reality—but Nike operates with USD 50 billion in revenue and in-house innovation across 30 sports categories. Brooks operates with specialized running R&D and a product line concentrated in 12 SKUs.
Watch for Brooks retail expansion in New Zealand and Australia beginning Q2 2025, likely through existing partnerships with Rebel Sport and independent run specialty. The company currently holds low-single-digit market share in ANZ running specialty, well behind Asics, Nike, and Hoka. NZOC athlete activation will appear during the Birmingham 2026 Commonwealth Games cycle, where New Zealand expects to send roughly 230 athletes. Any product line extensions (track spikes, court shoes, winter) would surface in 2025 product briefings, with lead times requiring decisions by mid-2025 for 2026 competition use.
The deal runs through 2034, covering five Olympic Games and three Commonwealth Games. That timeline positions Brooks to either establish legitimate Olympic category presence or exit quietly when the current Berkshire Hathaway management refreshes post-Buffett succession. The Commonwealth Games begin in three weeks. The athletes will be wearing Brooks.
The takeaway
Brooks commits through 2034 for New Zealand Olympic footwear with no current product line in half the required categories.
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