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"People were in search of something new that was actually attainable, but still felt special, and New Balance was able to provide that.

'I just feel it was a perfect moment, like almost a serendipitous thing. You have a lot of people looking for an alternative to Nike, and New Balance kind of seemed like a good alternative,' says one of the world’s foremost New Balance collectors and Philadelphia native Richie Roxas".

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How New Balance Reinvented Its Brand for the Future

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How New Balance Reinvented Its Brand for the Future

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New Balance shed its "dad shoe" reputation by tapping into streetwear culture and letting its collaborators lead.

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Times Article with CEO on his brands strategy of transformation 

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New Balance's CEO on Strategy, Values and the Trump Controversy | TIME

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Marketing Mix of New Balance and 4Ps (Updated [year]) | Marketing91

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The Marketing mix of New Balance analyses the 4Ps of New Balance, which includes the Product, Price, Place, and Promotion of New Balance.

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New Balance mostly hasn't changed; they've just shifted audience perspective of their shoes with strategic collaborations and a little bit of luck that brought them back into relevance.

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https://www.forbes.com/sites/justinbirnbaum/2025/06/24/how-new-balance-went-from-dad-shoe-to-scoring-the-no-1-nba-draft-prospect/

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How New Balance Went From ‘Dad Shoe’ To Scoring The No. 1 NBA Draft Prospect

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By signing Cooper Flagg, Shohei Ohtani, Coco Gauff and other young superstars, the 119-year-old sneaker and apparel brand is on a mission to redefine its place in the sports hierarchy.

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The brand shifted its focus to target more younger audience in the upcoming years, versus in the 2010s when the brand was most popular among older men, also known as the "dad" shoe.

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Dad shoes are cool again: How New Balance successfully won over Gen Z - Harris Poll

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Haven’t you heard? The “dad shoe” is back in style! Using data from QuestBrand by The Harris Poll, Ad Age released their quarterly Gen Z Brand Tracker in February. This tracker ranks the top 20 brands with quarter-over-quarter brand equity growth among Gen Z adults (ages 18-28). New Balance ranked first on this quarter’s list. Brand equity measures […]

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New balance has leveraged social media as part of their digital marketing strategy, utilizing platforms like Instagram and TikTok to promote their latest products.

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Chameleon Web Services ® | Web Design & Digital Marketing Agency

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Discover how New Balance revolutionised their brand image | Learn how you can refresh your brand’s image with Chameleon’s expert digital marketing strategies.

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The trendy new sneaker to wear

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They gained popularity among the younger generation by creating advertisements with well-known celebrities like: "Hailey Bieber, Timothee Chalamet, Kanye West, Rihanna, and Emily Ratajkowski"

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The History Of New Balance

Once known as the quintessential "dad shoe" brand, New Balance shoes have grown in popularity over the years and are the epitome of a shoe that works for everyone. Here's a brief look at the history of New Balance sneakers and how they became a household name.

The Origins of New Balance

The New Balance brand dates back to 1906, when Irish immigrant William J. Riley started the New Balance Arch Support Company. He wanted to offer people better balance (hence the name) through arch support.

Interestingly, the idea came from watching his chickens. Riley observed how they walked with perfect balance on their three-toed feet, and that inspired the three support points in his arch support products.

For the first few decades, the company only created arch supports, primarily for workers who spent hours on their feet. But factory workers weren't the only people in need of arch support.

New Balance in Sports

Athletes were also drawn to the arch supports, which significantly boosted the brand's popularity. Many athletes even asked about sneaker options, which prompted the creation of the first New Balance shoe in 1961 - called the Trackster. It had an innovative ripple sole for traction, which helped establish New Balance as a sneaker manufacturer - not just an arch support provider.

Nevertheless, it wasn't until 1972 that the company really became a top contender in the sneaker world. Jim Davis purchased the still-small company and made New Balance a top running shoe brand within just a few years.

In 1976, New Balance created its first shoe with the now-iconic "N" logo on the side (the 320), and Runner's World magazine declared it the top running shoe.

Over the years, the company has continually improved its sportswear design, offering lightweight materials and superior support. And since the late 1970s, New Balance has held its place in the sportswear industry with dozens of athletic partnerships.

New Balance in Fashion

New Balance shoes started to become fashionable beyond sports in 1982 with the release of the New Balance 990, the most expensive running shoe available at the time. Having a pair of NB 990s became a status symbol in D.C. street culture, and the brand rose in popularity throughout the '90s and 2000s.

However, it was more of a subtle popularity. New Balance wasn't as big as sneaker brands like adidas and Nike, but the brand still had a significant presence in rap and hip-hop culture. At the same time, the shoe became associated with tech mogul Steve Jobs, which just goes to show New Balance's unique pull to people of all backgrounds.

New Balance has continued to hold a prominent place in the fashion world, with collaborations with big-name brands like J.Crew, Jaden Smith, and Ronnie Fieg (whose most recent 2023 collab sold out in mere days).

Celebrities, designers, and influencers have also helped solidify New Balance sneakers in fashion. Icons like Hailey Beiber, Timothee Chalamet, Kanye West, Rihanna, and Emily Ratajkowski have all proudly worn NB kicks and continue to promote the brand.

Here are just a few of the top-trending New Balance shoes.

New Balance 574

Originally released in 1988, the new Balance 574 combines two previous shoes. This mashup took the best features from both and created a fan favorite that people still love.

The New Balance 574 looks and feels like a classic, with suede material and subdued earth-tone colorways. You can find a pair in maroon with navy accents, mustard yellow, or a light creme.

New Balance 990

The New Balance 990 shoe has undergone several iterations over the years. You can find a pair in the traditional gray tones, or you can choose something more eye-catching, like the red and silver Lunar New Year shoe.

New Balance 327

New Balance collaborated with the French-Moroccan brand Casablanca to produce the New Balance 327 sneaker in 2020. This modern casual shoe pays homage to retro style with its '70s-inspired silhouette. It has a clunky sole, suede accents, and an oversized "N" on the side.

New Balance Grey Day

New Balance has accepted the color grey as their signature shade. As a part of its long history and success with an often overlooked color, grey, New Balance now celebrates " Grey Day ". The brand uses the unofficial holiday as an ode to their heritage, and a chance to feature their new and old styles alike in a color they're known best for.

Find Equilibrium With a Pair of New Balance

Even after more than 100 years, New Balance shoes align with William J. Riley's original vision: to offer maximum support and comfort. And that's what makes them popular with everyone from dads to athletes and influencers.

So why not find your balance with a pair of New Balance shoes? Check out the top trending New Balance sneakers at JD Sports and walk in style (and comfort).

Shop more New Balance styles: New Balance 9060 | New Balance 550 | New Balance 1906 | New Balance 530

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The History of New Balance Shoes | JD Sports US

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Learn how the New Balance shoe brand rose in popularity over the years built on the promise of offering maximum support and comfort.

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Since being founded in 1906, New Balance has always been known for their chunky “dad shoes” and providing comfort to runners with a variety of foot shapes and sizes. Since the reemergence of dad shoes in about 2019, New Balance took the momentum from the trend and ran with it. Since then, they have signed dozens of the most talented and successful athletes in the world and made themselves the chosen footwear brand for athletes in almost every sport.

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New Balance mainly known as the "dad shoe" often only appealing to a older audience. One celebrity often wearing them was Steve Jobs

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Rihanna, 2014

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From Dad Shoe to Trendy: Attracting a younger, more diverse audience.

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New Balance: From Zero to Cultural Relevance.

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New Balance: From Zero to Cultural Relevance. This week I put a tweet out that stirred up some real controversy. A simple statement, but on Twitter if you are not careful you’ll have everyone and …

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Streetwear

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Audience of athletes & athletic people

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Instagram is filled with photos of athletes & sports theme 

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Instagram is filled with photos of athletes & sports theme 

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This article showcases the many personas & audiences New Balance reaches 

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This article showcases the many personas & audiences New Balance reaches 

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New Balance has carved a niche for itself in the competitive athletic footwear and apparel market, blending performance with style. The brand's ability to cater to a diverse range of consumers has solidified its position as a leading name in the industry. With a strong emphasis on innovation, quality craftsmanship, and inclusivity, New Balance attracts a broad audience that values both functionality and fashion.

Understanding the New Balance Target Market

New Balance is a globally recognized brand known for its athletic footwear, apparel, and accessories. Founded in 1906, the company has maintained a strong commitment to quality, performance, and style. Its products are designed to meet the needs of athletes, fitness enthusiasts, and those seeking everyday comfort and durability. While the brand is often associated with runners and fitness enthusiasts, its broad product range also attracts consumers who value style and functionality in casual and activewear.

The New Balance target market encompasses a wide array of personas, each with distinct needs and preferences. The brand's appeal spans across different age groups, professions, and lifestyles, thanks to its combination of innovative technology and classic designs. From serious athletes to fashion-conscious individuals, New Balance has successfully crafted products that cater to both high-performance needs and everyday wear.

1. Active Athletes

2. Fitness Enthusiasts

3. Casual Runners

4. Fashion-Conscious Individuals

5. Working Professionals

6. Health-Conscious Shoppers

7. Sustainability Seekers

Let's take a closer look at the key segments of the New Balance target market.

#1. Active Athletes

Active athletes form a cornerstone of New Balance's target market. This group includes competitive athletes who engage in sports that require optimal performance from their footwear and apparel. These athletes often require products that not only meet rigorous physical demands but also enhance their athletic abilities.

New Balance appeals to this persona by offering performance-driven designs, which integrate cutting-edge technology for cushioning, stability, and comfort. Whether it's running, tennis, or basketball, New Balance designs products tailored to specific sports, ensuring each athlete gets the support needed for peak performance.
Key Features:
Example: A marathon runner could opt for New Balance's 1080v11 running shoes, designed for maximum comfort with plush cushioning for long-distance runs, or a tennis player might select the New Balance 996v4 tennis shoes for stability and quick lateral movements.

#2. Fitness Enthusiasts

Fitness enthusiasts are individuals who engage in regular physical activity but aren't necessarily focused on competition. They can be found in gyms, fitness studios, or engaging in recreational activities such as yoga, Pilates, cycling, or CrossFit. This group values comfort, versatility, and aesthetics in their athletic wear.

For fitness enthusiasts, New Balance offers an extensive range of products designed to cater to diverse workout routines. From high-intensity training shoes to athleisure wear, the brand ensures that its products blend functionality with style, making them suitable for both workouts and casual settings.
Key Features:
Example: A CrossFit enthusiast might choose the New Balance Minimus 10v1 for its minimalist design and firm sole, which aids in weightlifting, while a yoga practitioner may opt for the New Balance All Terrain sneakers that provide comfort and support during more flexible movements.

#3. Casual Runners

Casual runners are a significant segment of New Balance's target market. This persona includes individuals who run for enjoyment, fitness, or stress relief, but not necessarily as a competitive sport. Casual runners typically engage in moderate running distances, such as 1-5 miles a few times a week. They seek comfort and durability in their shoes, which allows them to stay injury-free and enjoy their run.

New Balance is highly favored by casual runners because of the brand's focus on cushioning, lightweight construction, and overall comfort. The brand's shoes cater to different running styles and foot types, helping individuals find the perfect fit for their needs.
Key Features:
Example: A person running 3-4 times a week for fitness may choose New Balance's 860v12 for its comfortable fit and cushioning, providing support for longer runs without discomfort.

#4. Fashion-Conscious Individuals

Fashion-conscious individuals are those who care as much about style as they do about functionality. This group doesn't just want performance-based products; they seek items that are fashionable and reflect their personality. New Balance taps into this market by offering trendy sneakers and stylish apparel that combine classic designs with modern flair.

Through collaborations with well-known designers, influencers, and cultural icons, New Balance has made a name for itself in the world of fashion. This persona is drawn to the brand's retro-inspired looks and limited-edition collections, which elevate the brand's reputation from a performance shoe company to a lifestyle brand.
Key Features:
Example: A fashion-conscious individual may choose New Balance's 327 sneakers, which have a retro look, combining sleek, minimalist design with modern comfort.

#5. Working Professionals

Working professionals need footwear and apparel that can withstand long hours on their feet, yet still look professional. Whether commuting to work, attending meetings, or running errands, this segment values comfort, durability, and professional aesthetics.

New Balance caters to working professionals with shoes that provide all-day support while maintaining a sleek, polished look. The brand offers products suitable for those in professions where standing or walking is required, such as healthcare, education, retail, or hospitality.
Key Features:
Example: A teacher or nurse might select the New Balance 1540v3 walking shoes for their all-day comfort and stability, ensuring they can stay active and comfortable through busy workdays.

#6. Health-Conscious Shoppers

Health-conscious shoppers are consumers who place a strong emphasis on wellness and active living. This group includes individuals who prioritize fitness, healthy eating, and mental well-being. They actively seek out products that help support their lifestyle choices and enhance their physical health.

New Balance's emphasis on ergonomic design and sustainable materials makes it an ideal choice for health-conscious individuals. The brand's commitment to comfort, combined with its growing range of eco-friendly products, appeals to this segment, which values both personal health and environmental sustainability.
Key Features:
Example: A health-conscious consumer who prefers a holistic lifestyle might select New Balance's eco-conscious line of shoes made from sustainable materials, providing both environmental and personal health benefits.

#7. Sustainability Seekers

Sustainability seekers are individuals who make purchasing decisions based on their environmental impact. They value brands that demonstrate a commitment to reducing waste, using sustainable materials, and supporting ethical manufacturing practices.

New Balance has garnered attention from sustainability seekers by integrating recycled materials into their products and focusing on reducing waste in manufacturing. This group appreciates the brand's efforts to innovate with eco-friendly technologies while still providing high-quality products.
Key Features:
Example: A consumer focused on sustainability might choose New Balance's "Green Leaf" collection, which offers environmentally conscious shoes made from recycled materials and reduces overall carbon emissions.

Closing Thoughts

New Balance's target market is diverse, with distinct personas ranging from competitive athletes to fashion-conscious individuals and sustainability seekers. The brand's ability to appeal to such a broad range of consumers speaks to its commitment to offering high-performance products that cater to various needs-whether it's for sport, comfort, style, or sustainability.

By continuing to innovate with cutting-edge technology and sustainable practices, New Balance is well-positioned to remain a top choice for those seeking quality, comfort, and versatility. As consumer preferences evolve, New Balance's ability to adapt to these changing demands will ensure its continued success in the competitive athletic and lifestyle market.

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Understanding the New Balance Target Market | AMPLIFY XL

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Discover the New Balance target market, catering to fitness-conscious individuals looking for durable, comfortable footwear and athletic apparel for all levels of activity.

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Overall throughout their years, the audience mostly expanded throughout the years with their most popular audience centering around sports apparel. This website gives a breakdown of New Balances' different marketing strategies and their target bases.

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Marketing Mix of New Balance and 4Ps (Updated [year]) | Marketing91

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The Marketing mix of New Balance analyses the 4Ps of New Balance, which includes the Product, Price, Place, and Promotion of New Balance.

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New Balance went from a staple shoe to anyone with bad feet to an essential piece of footwear for anyone with feet. New balance has successfully pandered to almost every possible audience and grown in their sales and reach tremendously. However, they have invested greatly into the realm of sports and professional athletes. For example, they just signed NBA rookie cooper Flagg to a $13 million dollar multi year contract. They also pay track athlete Sydney McLaughlin-Levrone $1.5 million dollars annually. These two deals alone cover different sports and very different demographics which helps maximize new balances reach.