Published on September 22, 2023, at 10:22 a.m.
by Shaley Brown.
What used to be an old-school brand your dad would wear, New Balance is back in business with its recent popularity among the youth.
If the shoe fits
Originally an arch support company founded in 1906, New Balance focused on achieving perfectly balanced footwear for those who stand for long periods of time. In 1961, the company produced its first sneaker, the Trackster. Since then, New Balance has been known as a classic shoe brand. Consumers continue to trust the company for its consistent delivery of well-crafted footwear.
Keeping up with the kicks
New Balance’s popularity with middle-aged men hasn’t stopped it from staying relevant in the 21st century. In fact, it is the
company’s same branding that has attracted the younger generations. New Balance released a campaign in 2019 paying homage to its original dad shoe proprietary with one of the campaign slogans noting its 990v5 shoes are “worn by supermodels in London and dads in Ohio.” New Balance’s marketing campaigns focus on everyday people who use its products to produce a relatable image.
New Balance has also attracted the attention of celebrities, influencers and designers alike. Everyone is in their “dad-shoe era,” including Hailey Bieber, Timothée Chalamet and Rihanna. By earning street cred through celebrity endorsements, New Balance has expanded its visibility, credibility and authenticity with its consumers. With the wealth of A-list celebrities that New Balance has accumulated, we are sure to see the brand continue to influence the fashion and footwear industry.
New Balance’s most recent collaboration has been with actor and musician Jaden Smith. This partnership has produced two limited shoe styles plus one that has yet to be released. Along with celebrity collaborations, New Balance has worked with high-profile brands, including Aime Leon Dore, Bodega and Joe Freshgoods. The Aime Leon Dore campaign has resale sites selling
the unique shoes for as much as $2,497. Developing one-of-a-kind products can attract media attention, expand the brand’s outreach, strengthen loyalty among consumers and increase the brand’s long-term value.
Crossing the finish line
New Balance broke records in 2022, reporting its annual revenue at $5.3 billion. As one of the fastest-growing sneaker brands, New Balance has changed the game by staying true to who it is.
But staying relevant isn’t easy these days. Trends are constantly evolving, and the market is growing more competitive. It is up to public relations professionals to adapt to the change. As a result, New Balance has relied on its brand reputation, creative campaigns and eminent sponsorships to build a mutually beneficial relationship between itself and its market.