Strategic partnerships Leading to significant brand exposure
We all watch sports or have watched sports sometime in our lives, and one thing that people also look at are the sneakers that the players wear. Sneakers are a big part of sports. They have the ability to have control on the court or on the field, plus they also look nice on the feet. That’s where the brands you wear have an impact, because it’s not only because of the brand that you wear, but also because of the comfort it gives, the stability, the traction, and also the looks.
A company’s goal is to reach the top, make their product, and simply put it out there with one vision in mind, which is to make money. On the other side, New Balance does not only want to make it to the top, but they also want to provide each customer with the utmost care and quality over quantity. When producing a product, you always should put your best into what you put out there. People see that and admire it, and that’s what got New Balance in the game for years because of their passion and their dedication.
Strategic thinking is a process involving being able to analyze situations and understand long-term objectives with effective plans and actions that help you achieve those objectives. With New Balance, they have mastered this and implemented it into their brand, and that skill is what brought them to the top.
The partnerships that they have made along their journey have brought them to where they are. The introduction of Cameron Brink, the first female basketball athlete for New Balance. Brink, a multiple-time All-American, WBCA Defensive Player of the Year, and FIBA 3×3 World Cup MVP, served as a brilliant marketing tactic that New Balance pulled, bringing more eyes to the brand and also developing Cameron more as an athlete. In the article, Naveen Lokesh, Head of Basketball Sports Marketing at New Balance, said in a statement, “Cameron’s exceptional skill on the court and her desire to give back align perfectly with New Balance’s desire to change the game for the better. We are excited to support Cameron in reaching new heights in her career and contributing to the growth of women’s basketball for years to come.” New Balance has a long history of sponsoring female athletes in track and field, and expanding is only going to bring them higher and higher than the other competitors. They are community-driven to create positive change in the lives of young, female athletes, which is the right decision in this day and age. The world is changing at a rapid rate, and it’s only smart to adapt to the changes quickly, and New Britain has understood that very well.
New Balance has very good marketing,as evidenced by its sponsorship of major sporting events, including the renowned Front Ruiners New York LGBT Pride Run. Starting in 1982, the event has been able to grow not only in NYC but also worldwide. New Balance is deeply involved in supporting initiatives such as Changing the Game: The GLSEN Sports Project. This project is committed to uplift the benefiting caregivers, coaches, students, and school administrators alike. With a generous donation of $600,000, New Balance aims to impact over 1 million students by 2025 through this program. Moreover, in 2021–2022, New Balance funded 15 scholarships, particularly supporting black students pursuing studies in the entrepreneurship and footwear industries. The establishment of the Black Talent Design & Fashion Fund underscores New Balance’s commitment to facilitating student success by removing barriers to education and providing necessary resources. Remarkably, New Balance’s growth isn’t solely measured in statistics; it’s rooted in community engagement and advancement, reflecting its ethos of evolving alongside its stakeholders rather than leaving them behind. This dedication is what distinguishes New Balance and underscores its significance in today’s world.
New Balance’s strategic focus on capturing the attention of the next generation by representing a bold move, showcasing that they have developed forward-thinking and approached the positioning as leaders in the industry. Their recent sponsorship deal with the Brazilian prodigy, Endrick, ahead of his transfer to Real Madrid adds another impressive chapter to their portfolio. Endrick joins a unique list of soccer talents endorsed by New Balance, including the likes of Bukayo Saka, Raheem Sterling, and Sadio Mane, all of whom have left a significant mark on the sport.
In conclusion, New Balance’s journey to success proves that their mark, commitment to quality, and dedication to a positive impact come with strategic thinking and exposure. Through strategic thinking and a focus on community engagement, New Balance has not only reached the top of the sports industry but also set a standard for others to see. Their ability to adapt to changing trends, embrace diversity, and empower athletes of all different backgrounds reflects on their growth as a company.
References:
New Balance Makes Stanford Star Cameron Brink The Brand’s First Female Basketball Athlete
https://www.forbes.com/sites/timnewcomb/2023/08/15/new-balance-makes-stanford-star-cameron-brink-the-brands-first-female-basketball-athlete/?sh=222d619439d8
Sport Culture
https://www.newbalance.com/sport-culture.html
New Balance renews Official Sponsorship with NFCA
https://nfca.org/divnews/general/new-balance-official-sponsor-renewal-2024
Real Madrid-bound Endrick swaps Nike for New Balance
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Counterintuitive Spring 2024 
OK, Gamer. You didn’t tell me what sort of Feedback you seek or how long you’re willing to spend on Revisions, so I’m going to do a quick drive-by to get you started, and you can ask for more advice following whatever significant improvements you make on your first round.
First, of all, your References don’t comply with our house style, so fix those to resemble the model:
https://counterintuitive.blog/resources/model-references-list/
Your Introduction is OK, but not compelling. Your essay will be about what CAUSES a shoe shopper to buy a certain brand (that’s what it means to explain HOW a shoe company becomes the most popular brand in the world, right?). So, maybe, start with an image of an entire shoe store devoted to nothing but sneakers. The choices are bewildering. They could be arranged in a dozen categories, some obvious, some not to obvious. Size, of course, but also color, “best use” divisions (tennis, running, walkers, crossovers, the list is long and could be longer: “also good for TV,” or “can be worn with a suit”), price, quality, endorsed-by, and, of course: BRAND.
Bring some of that nutty range of options into your Intro and promise to explain (DON’T ask the Rhetorical Question: How do we decide?). ANSWER THE QUESTION: I can explain how one shoe brand breaks through to become the sales leader!
If you believe this, or if you merely think you can make a compelling case for it, then by all means make it part of your pitch. But if you can’t make a case, go OPPOSITE. Be counterintuitive. Claim that “Quality is overrated” except for a few consumers you probably don’t want: they want a pair of shoes that will last a decade. You want to sell them a new pair every year.
My sense of what I’ve read from you so far is that you credit New Balance with superior MARKETING, largely through ENDORSEMENT partnerships. So, despite the cynicism inherent in the argument, EMBRACE the thesis that shoes don’t have to be good to be best sellers.
—And that paragraph is your first opportunity to REALLY lean in on the thesis. Strategic thinking tells New Balance that MORE SALES includes selling MORE SHOES to each consumer. To do that, they need FRESH PRODUCT and more “EXCLUSIVE” items. There can be ONLY ONE “highest quality” shoe. But there can be dozens of shoes that are attached to individual athletes available ONLY from New Balance. That sort of thing.
That’s my best advice at the moment. Take it as far as you can and let it infiltrate every paragraph of your argument. Don’t settle for little “glosses” on your claims. Let the “sales-first” ethos penetrate all your claims.
Let me know when you’ve achieved Round One. You have a preliminary grade now, the same grade for your Causal and your Causal Rewrite. The Causal grade will never change, so balance it with a big improvement on your Rewrite.
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