A SPORTSWEAR giant which has called Warrington its home for the past 15 years, is moving to a new base in Birchwood.

And New Balance's American-born general manager for UK and Ireland Fran Allen says it is well placed to continue its bid for dominance in the market.

The company moved into its new home in Birchwood on Monday after 15 years at its previous offices on Centre Park.

With 150 staff due to be working there when it is up and running, with some moving from nearby offices in Wilmslow, it will be another major employment centre in the town.

Mr Allen, speaking from the company's global office in Boston, says the move is part of wider ambitions.

"It is a shame I am away for the move to the new office because I miss the excitement of seeing it.

"The old office was getting tired and needed some work.

"We had outgrown it and needed to move."

As well as being the UK head office, it will also be a base for the company's football business.

New Balance owns Warrior, the arm which supplies kit for Liverpool FC.

And Mr Allen believes it is a missing link for the company.

"If we are going to be one of the biggest three global sporting companies, we need a football arm.

"Sponsorships and linking up with teams not only gives us a presence, it helps marketing for customers," he explained.

The company has started making cricket shoes this year and is also expanding in tennis.

And this weekend, it is lead sponsor of the English Half Marathon as it heads through the roads of south Warrington.

It also sponsors two of Europe's biggest marathons, Rome and Rotterdam, and Warrington was too good an oppotunity to miss out on.

"We class this as a bigger race to sponsor rather than a local one.

"It is a good one to be involved with."

When the new office is properly open, it will also include a factory outlet and showroom for new customers.