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Thank you for placing your trust in New Balance. You are very important to us and we want to provide you with a safe and secure online experience. This Privacy Policy describes how we collect and use your information and explains the choices that you have with regard to how we use your information.

This Privacy Policy applies to the Stride I.D. experience made available by New Balance in selected stores operated by New Balance South Africa (Pty) Limited and its affiliates ("New Balance", "we", "us", or "our") (collectively, the “Stride I.D. Service”). New Balance South Africa (Pty) Limited is the data controller.

By accessing or using the Stride I.D. Service and providing us with information through the Stride I.D. Service, you consent to this Privacy Policy.


In general, you can use the Stride I.D. Service without providing us with any personally identifiable information, such as your name, email address, phone number, gender or age (all such personally identifiable information, collectively, "Personal Information"). Your submission of this Personal Information is entirely voluntary; however, if you elect not to provide this Personal Information, some of the services and/or features available on and/or through the Stride I.D. Service may not be available for your use.

The Stride I.D. Service features scan technology that creates a three- dimensional ('3-D') analysis of your feet along with key measurement metrics to enable a proper fit recommendation matched to your needs. The Stride I.D. Service can also combine this scan with a gait analysis technology allowing athletes to find the perfect shoes for their optimum performance.

When you participate in the Stride I.D. Service, we will collect measurement information on your gender, foot length and width, arch height, strike, flexibility and size and a shoe profile, including size and width, from the technology used to generate the 3-D pixelated scan image of your feet. Where gait analysis is also carried out, this information is supplemented with gait measurement and type information derived from video analysis of your feet when you run. We also collect information about the shoe model you try on and if you make a purchase.

Where you elect to receive a copy of your 3-D foot scan (and where applicable a snapshot image from your gait analysis video), we will collect your name, email address, phone number and age range and retain this information with your Stride I.D. and gait measurement metrics. If you do not choose to receive a copy of your 3-D foot scan, New Balance will retain only non-personally identifiable information you provided to us or allowed us to collect (such as measurement information generated and collected when you participate in the Stride I.D. Service). Raw scan data is retained by our technology providers, Volumental. We do not share any personal details with Volumental and you are not identifiable from this information. We will not retain a copy of the scan containing any of your personal information, but we may receive an anonymous, non-identifiable version of your scan from Volumental that will be used solely for internal analysis and research and development purposes.


Where you use the Stride I.D. Service, we may use the information collected from you in-store to:

  • send you a copy of the scan and (and where applicable) a snapshot image from the video of you running for your gait analysis;
  • provide analysis and advice as to which products are best fitted to your needs;
  • call you to get your feedback on the Stride I.D. Service and find out how our products are performing;
  • contact you by phone or email about other New Balance, services and offers provided you have not objected to receiving these; and
  • carry out analysis on the information received (on a non-identifiable basis) to help improve the Stride I.D. Service.


New Balance Affiliates: Our business is headquartered in the U.S. and we operate on a global scale. In order to participate in the Stride I.D. Service, our affiliates and participating stores may access your information which we collect from you for customer service and relationship management purposes. Our affiliates will only use your data for the purposes for which we originally collected your information.

For example, if after you visit one of our stores and participate in the Stride I.D. Service, you later visit a different store internationally and request to see your Stride I.D. measurements, your information may be accessed by the applicable New Balance affiliate for this purpose.

Third Party Service Providers: For the purpose of operating our business, we may transfer your Personal Information to our third party service providers who use that information only to conduct New Balance business. For example, these third party service providers may handle New Balance data management, email distribution, information analysis, promotions management and other services for New Balance. We provide our preferred service providers with the Personal Information they need to perform their services and work with them to respect and protect your Personal Information.

Where you elect to participate in the New Balance Stride I.D. Service, the technology to capture your 3-D scan along with gait measurements, is provided by Volumental. Volumental will have access to this raw data but we will not share your personal details such as name, email address and age with Volumental. You will not be personally identifiable from the information which Volumental receives from the Stride I.D. Service.

Aggregated Data: We may use your Personal Information that is aggregated and no longer personally identifiable for purposes such as reporting and marketing and we may disclose aggregated information to various third parties.

Legal Requirements: We may disclose Personal Information upon governmental request, in response to a court order, when required by law, to enforce our website policies, or to protect our or others' rights, property or safety. We may also share Personal Information with companies assisting in fraud protection or investigation. We do not provide Personal Information to these agencies or companies for marketing or commercial purposes.

Targeted Product Recommendations and Other Communications: We use third-party companies to help serve targeted product recommendations and other communications. To enable these companies to provide you with targeted recommendations and other communications, we may provide these companies with certain Personal Information about you, such as your name, address and email address, as well as your transaction history. These companies may use data about you in order to provide recommendations for products and services that might be of interest to you. If you wish to opt-out of this program, please let us know by sending an e-mail to [email protected].

Except as otherwise disclosed in this Privacy Policy or with your prior consent, we will not sell, trade or rent Personal Information to other companies as part of our regular course of business. However, it's possible that we might acquire or merge with or be acquired by another company or that we might dispose of some or all of our assets. If that happens, your Personal Information may be disclosed to another company, but that disclosure will be subject to the Privacy Policy in effect.


We have a variety of security measures to protect against the loss, misuse or alteration of your Personal Information that we have collected from you from the Stride I.D. Service. To ensure the information you provide online is secure during transmission, we use encryption technology and Secure Socket Layers (SSL) while processing any Personal Information you supply. These controls are certified by Entrust.


We do not knowingly ask for Personal Information from anyone under the age of 18 (a "Child"). If a Child submits Personal Information to us and we know that the person providing the information is a Child, we will not use it for any purpose. We will use commercially reasonable efforts to delete the information as soon as we discover it and we will not disclose it to third parties. If you become aware that a Child has provided Personal Information to us through the Stride I.D. Service, please email us at [email protected] or call Customer Care toll-free at 021 657 9000.


Personal information submitted is stored on secure servers and may be transferred by us to our other International offices and/or to the third parties mentioned in the circumstances described above (see “How do you share my personal info” section above), which may be situated outside of South Africa. The countries concerned may not have similar data protection laws to South Africa. Where we transfer your personal information we will take all steps to ensure that your privacy rights continue to be protected. By using the Stride I.D. Service, you consent to this storing, processing and/or transfer of your personal information outside South Africa.


If for any reason you would like to update your stated communication preferences to stop receiving any emails sent by New Balance that notify you of upcoming events, promotions, sales, new products or contain other commercial communications, you can send a request to [email protected].

To opt-out of SMS Text messages you will need to use your mobile device. Simply send a request to [email protected].

To opt-out of calls you may inform the New Balance caller that you no not wish to receive calls or send a request to [email protected].

To the extent any personal information about you is processed by New Balance and on receipt of a valid request in writing, we will provide a copy of the information to which you are entitled, (which may be subject to a fee not exceeding the prescribed fee permitted by law). You have a right to correct any errors in that information or seek the erasure of that information where appropriate.


If you have any questions or concerns including a request to be added to or taken off a list, please contact Customer Care toll-free at 021 657 9000 or email [email protected].