The Reinvention of New Balance

Evolving as a business means constant reinvention. New Balance, a brand that’s been trying to change consumer perception since 1906, has worked to evolve through innovative collaborations, storytelling marketing and forward-thinking campaigns to go from the quintessential “dad shoe” to the ultimate “cool shoe.” Initially starting as an arch support company for labor workers, NB has worked its way up to become a global brand, manufacturing sports footwear and apparel. 

If you’re not familiar with the iconic scene from the rom-com classic, Crazy, Stupid, Love (2011), Ryan Gosling’s character (Jacob) tells Steve Carell’s character (Cal) that “you've got no right to wear New Balance sneakers, ever,” and proceeds to throw them over the mall railing. This classic line proves the notion that New Balance was once considered the “dad shoe,” which was not intended as a compliment. 

Worldwide, celebrities and fashion influencers are photographed in NB, creating the “cool” identity it has today. So, how’d NB do it? Changing the consumers' perception of a brand is not just difficult, it’s nearly impossible. Yet, New Balance was able to do this in the last few years through strategic marketing tactics. According to the New Balance marketing team, the strategy focused on three components: the right product + the cultural cosigner + the right moment in time. So, what does this look like in practice? 

Instead of focusing on mainstream celebrities, New Balance focused on targeted collaborations and targeted designs, working to stay true to itself. The brand's mission works to empower individuals through sport and high-quality craft, which aligns with its collaborations. With intentional collabs with brand influencers such as Aimé Leon Dore and storytellers such as Chicago’s Joe Freshgoods, NB has attracted younger and more diverse audiences. These ambassadors help to work towards cultural progression and growth. By working with brands and influences that are timelessly trendy, NB will obtain continuous support from consumers. The phrase “timelessly trendy”, while an oxymoron, refers to New Balance engaging with niche creatives that target consumers who value quality design, rather than those participating in the millions of micro trends that are continuously circulating on social media. Between 2021 and 2022, NB had a 200 percent jump in media impressions. Collaborating with these niche brands, creatives and celebrities with loyalty allows the products to be trendy, despite the previous track record. 

The second marketing strategy NB utilized is storytelling over traditional advertising. Chris Davis, the Chief Marketing Officer for NB, says he wants to “invoke emotion and communicate empathy and value across consumers.” Studies have shown that marketing by evoking emotion is more effective, as people rely on emotions rather than information to make brand decisions. Emotions provoked through advertisements are more influential in buying decisions than the information itself. Once NB realized this, it ran with it. For the past few years, the brand has worked on campaigns that focus on forward-thinking and heritage. 

The third strategy focused on solidifying brand values. NB values being a brand with heritage rather than being a heritage brand. So, what does this mean? This means taking things from our history and modernizing them. The MADE in USA collection showcased NB’s most iconic silhouettes from the ‘70s and ‘80s that highlighted heritage storytelling. The brand sits at the intersection of sports and culture, giving it the sporty yet trendy look we see today. Dipping its toes in both the cultural and sports world allows for more visibility and popularity. 

One controversial change NB made was its price spike. While unfavorable to some, this spike helped change brand perception. NB is now less accessible and has created a desire within the market, as shoes like the 550s are now considered rare. 

NB has successfully remained consistent since 1906 in terms of design and value, yet has still been able to grow within brand perception. One way NB did this was by changing colorways. Following in Nike’s footsteps, NB has taken popular shoe models such as the 574s and created new colorways to create versatility. Trends move rapidly, so NB worked to improve the performance and comfort of its shoes, letting style come as the trend cycle does. Style is flexible and can change on a dime. Since NB has worked hard to be perceived as cool, consumers believe it. Not only has its brand image improved, but NB has grown revenue from $1.5B in 2008 to $4B in 2020. 

Around 2015, NB moved to a social proof approach with campaigns such as “Move the World” and “Always in Beta,” which led to a positive outlook on the brand. Additionally, NB successfully moved with societal changes, prioritizing environmental conservation by moving towards zero-waste manufacturing. 

Most notable has been NB’s consistent transparency throughout the media. A recent campaign poster featuring NB 990s reads: “Worn by supermodels in London and dads in Ohio.” This ad leans into its previous brand image instead of hiding it. As NB has had the same core demographic for decades, acknowledging it in a comedic manner makes the brand more charismatic. As consumers, we remember a lot. So, if you can’t escape the stereotype, own it.

These shifts in marketing strategies have ultimately reinvented NB into the sneaker culture icon it is today. NB is becoming one of the leading sneaker brands globally, competing with Nike and Adidas. The brand has been living proof of the ways that storytelling marketing has the power to change consumers' perceptions of a brand in such drastic ways. NB has brilliantly produced campaigns and other unique marketing content that shows progression while still keeping with its values. As a brand, to reinvent yourself you have to push boundaries. New Balance did exactly that, making it the unsung hero of our generation.