Why New Balance Dominates the Shoe Game.

While competitors strive to keep pace, New Balance surges ahead with an unbeatable combination of style, comfort, and individuality. Whether you crave fashion-forward designs, cloud-like comfort, or something uniquely yours, New Balance delivers. Dive into the marketing marvel that’s reshaping the shoe industry.

They boast a remarkable blend of premium leather, preferred cotton, and cutting-edge design. Setting an industry standard, our commitment to sustainability shines through, with 91% preferred leather and 64% preferred cotton in their manufacturing and is expected to reach 100% by 2025. Other companies don’t compete within this range because they don’t reach numbers this close, and New Balance stands to become a beacon of excellence and the perfect footwear.

In 2022, New Balance reaped the lion’s share of its total revenue, a staggering $4.24 billion, from its footwear segment, constituting approximately 80% of its earnings. The footwear stands as the cornerstone of New Balance’s profitability, capturing a diverse demographic from youngsters to the elderly, thereby solidifying its status as a formidable player in the market.”

New Balance holds the distinction of being one of the oldest brands in the industry. It wasn’t until 1938 that it made its foray into the running scene. Out of all the competitors, New Balance remains steadfast in its position, standing tall as one of the leading brands in the market, and still rising up.

In an era where Nike and Adidas are sportswear giants, New Balance has emerged as leaders in cultural design. The brand has consistently pushed the boundaries of excellence, steadily climbing the ranks to become a standout in the footwear industry. The brand has never disappointed in reaching the hype of its followers. With that, it has positioned them as one of the most hyped brands in the market right now. New Balance dominated during Men’s Fashion Week Spring/Summer 2023 and became the new go-to sneaker for sneakerheads and the general consumer alike. 

You might want to know how and why the rise of New Balance is so crucial. Well, it’s because they figured out what’s important and what would make them reach the top. They looked in a different direction when all the other competitors were all pushing for the same goals. They took notice of the fact that maybe if they improved the quality of the shoes and made them better than all the others, they would reach the top. That idea and that change that they made to their brand made that distracting change for them and made them rise to the top of the scale from all the others. 

In the past, New Balances were known as “The Dad Shoes”and when all the new technologies and new ideas, designs, and brands of shoes came out, they were pushed over to the side, but recent trends and styles brought them back to life. That’s where they capitalized on the nostalgia of it and surged the 90s fashion `Dad shoes’ ‘, and that’s where New Balance tapped into the retro-inspired designs and won the hearts of many consumers.

The pandemic that hit us in 2020, also known as COVID-19, on a global scale caused issues with the supply chain caused by the pandemic, resulting in an increasingly scarce product supply for everyone. “Supply and demand have a big part to play as well in their ascension. The effect of the pandemic delays has resulted in slow and limited releases, says Blackman, an Australian sneaker r collector. Simultaneously, after the pandemic, brand collaborations have gotten more globally diverse, with partnerships with many influencers spreading the brand worldwide. Different social media platforms also had a huge impact on disseminating the brand across the world.

Another key success factor for the brand was leaning on the ambassadors and the tastemakers. They were hesitant about it for a while, but to reach the top, it seemed like the right thing to do. The New Balance ambassador list includes icons like Sadio Mane, Jack Harlow, Kawhi Leonard, etc. Its decision to hire and team up with Aime Leon Dore’s Teddy Santis to lead the Made in USA division of the company. It was just great decisions made, which pushed them even more forward into becoming the leading brand on the market.

New Balance has committed to incorporating innovative technologies into its footwear and designs that will enhance the performance of the individuals that are wearing them. This includes comfort cushioning, stability features, material quality, and being designed for specific activities. In addition, New Balance has made a wide range of products tailored for a variety of sports. Whether you’re a runner, a walker, a basketball player, a soccer player, or even someone looking for comfortable everyday shoes, New Balance is best suited for these needs.

The revenue growth between 2022 and 2023 shows a steady growth of new balances rising to the top of the charts. In the monthly percentages, it’s shown how New Balance has taken the top spot in becoming the best shoes on the market. Starting in March 2023, the rise of the brand surpassed Nike, which was at the top and has consistently been ahead of Nike ever since. In 2022, the brand reported making over $5 billion in revenue, and the CEO, Joe Preston, predicted that over the next few years the brand will double in size, hitting $10 billion in revenue.

Their recipe for success in their brand wasn’t because they were trying to do what all the leading brands did; it was solely because they saw where the focus needed to be and drove right towards it, and that was what got them to the top. Sometimes it’s okay to take a different route from the one that’s already written. 

The brand has definitely mastered giving their customers the greatest product—products that meet the eyes—something that is continuously evolving and getting better. Reaching different groups and hitting the different diversities, what is the result? The brand has reached unprecedented heights, establishing itself in the industry, making its mark, and producing footwear that is widely regarded as the pinnacle of quality and performance in the market.

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. New Balance, an up-and-coming shoe designer, designs their shoes with the utmost care for their customers. From the best fabric to comfort every foot size and shape to the attention to detail in every design, They perform the best in the shoes, each one to perfection based on the sport or lifestyle. Whether that is playing basketball, running on the field, or even going to an interview wearing a suit, New Balance does it all.

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. They say quality is overrated; yes, that can be claimed to be true. New Balance does not only focus on the fact that quality is important; they also focus on other aspects when it comes to making shoes. They focus on selling you something that will last and look nice for months, and when it’s worn out, they come out with a new shoe design, always constantly switching it up and coming up with new ideas.

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. Their marketing strategies are one of the factors that have brought them where they are right now. They have been able to produce more sales because of the partnerships they have and their marketing skills. Sure, some might try to argue otherwise, but just wait till you see the facts I’m about to drop in this excerpt. They’ll totally shut down any doubts about New Balance’s strategic prowess.

New Balance has surged in popularity due to its winning combination of quality, innovation, and a keen understanding of its target market. With a reputation for comfort and durability, New Balance shoes appeal to athletes and casual wearers alike. Moreover, the brand’s commitment to ethical manufacturing and sustainability resonates with socially conscious consumers. By consistently delivering top-notch products while staying true to its values, New Balance has earned the trust and loyalty of shoe shoppers worldwide, solidifying its position as one of the most popular brands in the industry. Always improve and focus on what matters when creating a brand.

New Balance’s strategic partnerships have been key to their success. One notable example is their collaboration with Cameron Brink, their first female basketball athlete. Brink’s impressive track record as a multi-time All-American and defensive standout, coupled with her role as FIBA 3×3 World Cup MVP, not only boosted brand visibility but also contributed to her growth as an athlete. Naveen Lokesh, Head of Basketball Sports Marketing at New Balance, highlighted the alignment between Cameron’s skills and the brand’s mission to innovate in the sport. 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. By staying community-driven and adaptable to change, New Balance continues to set itself apart from the competition in today’s evolving landscape.

New Balance shines in marketing, backing major events like the renowned Front Ruiners New York LGBT Pride Run since 1982. Their involvement extends to initiatives like Changing the Game: The GLSEN Sports Project, which supports caregivers, coaches, students, and school administrators. With a generous $600,000 donation, New Balance aims to impact over 1 million students by 2025. They’ve also funded 15 scholarships, specifically for black students in entrepreneurship and footwear. The establishment of the Black Talent Design & Fashion Fund demonstrates New Balance’s dedication to student success by providing resources and breaking down barriers. Beyond numbers, New Balance’s growth is about community engagement and advancement, embodying a commitment to evolving with its stakeholders. 

New Balance is making big moves to connect with the next generation, showing they’re ahead of the game in the industry. Their latest sponsorship deal with Brazilian sensation Endrick, who’s headed to Real Madrid, is just another example of their smart strategy. Endrick joins a star-studded lineup of soccer talents like Bukayo Saka, Raheem Sterling, and Sadio Mane, all backed by New Balance and making waves in 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. This is all driven by strategic planning and visibility. By prioritizing strategic thought and community involvement, they’ve not only risen to the top of the sports world but have also become a benchmark for others. Their adapting to trends, celebrating diversity, and championing athletes from diverse backgrounds gives them the opportunity to evolve as a company.

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 that. They’ve now changed those labels and have become a shoe reaching new levels. New Balance are at a point where they are now competing with the top brands like Nike and Adidas and many more and poised to take their place among the elite shoe brands worldwide.

The argument can claim that while New Balance may not occupy the top spot, it stands shoulder-to-shoulder with other leading brands in the realm of marketing. Firstly, New Balance goes way back tracing its roots back to 1906. Enduring through decades, it’s remarkable that a brand with such longevity is not credited for its marketing ability. . However, New Balance has consistently strived for improvement. In 1936, recognizing a need within specific communities, they pivoted to focus on selling arch support products to niche demographics like retail workers, firefighters, and police officers. This strategy was a move that had showcased the brand understanding of market dynamics. Their commitment to quality has remained steadfast over the years, ensuring the best products across various sports.

The argument portrays that New Balance isn’t just among the top brands in marketing its reigns supreme. While some may question this claim, it’s important to fill the claims with evidence. Going back to 1906 when it was established, making it one of the oldest and most enduring brands in the industry. 

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.

The main point of this poses that quality takes a backseat in the sneaker industry. The dominance of marketing is what is really important in the sneaker industry. Despite claims that New Balance is outdated and irrelevant, evidence claims different on this argument. Demand for New Balance often outstrips supply, indicating that they have a strong market presence and customer loyalty. Which in turn illustrates New Balance’s ability to both compete with industry successes and satisfy consumer needs effectively. Conclusion that the information given has presented New Balance as a leading contender in marketing and also how it became successful.

References

Andersen, Jens (2023, September 14). New Balance Shoes Statistics. RunRepeat.

https://runrepeat.com/new-balance-shoe-statistics

DeStefano, Mike (2023, June 30). How New Balance Reinvented Itself. Complex.

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

Etoroma, Charles, 1 year ago. Here’s Why New Balance Is Dominating Right Now.

HighsNobiety.

https://www.highsnobiety.com/p/heres-new-balance-dominating-right-now

Shriber, Sara (2023, September 19). Brand to Watch: New Balance. Civic Science.

Brand to Watch: New Balance

James (2019, July 29). New Balance: Brand History, Philosophy, and Iconic Products. Heddels. https://www.heddels.com/2019/07/new-balance-brand-history-philosophy-iconic-products/

Mascia, Andrea (2024, January 23) For New Balance, collaborations are still a serious matter. NSS Magazine. https://www.nssmag.com/en/fashion/35532/new-balance-collaborazioni