New Balance on Marketing

Yes, it’s true that New Balance hasn’t been at the top for years on end compared to Nike and Adidas, but they have found a way to make it there. They have been viewed as an underdog in this scene. It’s been called “The Dad Shoe” and many more, only being viewed as one little thing, but it’s some more. People have argued many times that New Balance would never make it to the top and would never be able to compete with Nike, “The Top Brand,” and other leading brands.

The argument for this cause is that New Balance is not at the top but rather among the other leading brands in the marketing side of things. Yes, you can say that, but you will need to back it up with evidence, and that’s when cards get played. For starters, New Balance has been around for the longest time since it was established in 1906. As one of the brands that has been in the game for the longest time and is still thriving, it’s surprising to say that their marketing schemes are not the best. By always improving and trying to improve their work,  the company decided in 1936 to target selling arch support products to people such as retail workers, firefighters, and police officers. Which was also an important figure in the views of marketing and how they are able to see a problem in the community, identify it, and act on it. They continued this over the years, providing the best quality for each and every sport and improving as they went along the way.

We all know that Nike has always been at the top of the list, and yes, we can argue that, provided that New Balance is next on that tier list and will eventually become at the top of that list. Well, in the last three years, New Balance people have been interested in what they have been about to do, and that’s what has captured their attention. Its marketing strategies, like Beijing, allowed them to make small collaborations with relevant brands, which exposed them to a younger and more diverse audience. Their media impressions have increased by around 200 percent from 2021 to 2022 around COVID. Which is an impressive reason being  that some companies were closing and others were gaining due to the way they were able to market properly, and New Balance was one of those who were gaining. The hype for the sneakers has increased dramatically, and the inventory cannot meet the demand for the brand. They put their brands on different platforms like TikTok, Instagram, and X, also known as “Twitter,” and the exposure is what the young audiences are constantly on, and that’s the perfect way to target them.

Unlike other brands, New has shown that they are not only in the game to become the biggest. Their actual goal is to really open their company to others and help them on their come-up. They are determined to sponsor young individuals, not only the famous ones we all know and love, like Lebron James, but people like Auralee, who is just a model who models different brands in Paris, and New Balance partnered with him with the goal of just exposing their content to the world everywhere. Patta 991, Casablanca 327, Salehe Bembury ML2002R1, and many more are just the small collaborations that they have, not only focusing on collaborations with the big dogs but also the small ones too.

It is argued that New Balance doesn’t compare; it’s a shoe that no one wears anymore, but as you can see, they can’t even meet the demands for it. The brand has proven time and time again that it is able to compete with the others while also meeting the demands of its customers. With the information provided, this proves that New Balance has not only been one of the top contenders for being the best in the marketing scene, but also that they have come so far and will continue to rise to the top.

References

https://www.fatbuddhastore.com/new-balance-timeline-i205

https://hypebeast.com/2021/5/new-balance-best-collaborations-stussy-jjjjound-aime-leon-dore-salehe-bembury

https://www.nssmag.com/en/fashion/35532/new-balance-collaborazioni

https://stories.complex.com/new-balance-reinvention