New Balance is a global athletic footwear and apparel manufacturer. Founded in 1906 in Boston, Massachusetts, New Balance is known for its high-quality, innovative products and its commitment to social responsibility.
New Balance began as a small company that made arch supports for shoes. The company’s founder, William J. Riley, was inspired to start the company after observing chickens walking around his backyard. He noticed how the chickens were able to balance perfectly on their three-pronged feet, and he realized that this same principle could be applied to human footwear.
Riley’s first arch supports were made of cork and rubber, and they were quickly embraced by athletes and everyday people alike. In 1934, New Balance introduced its first running shoe, the Trackster. The Trackster was a revolutionary shoe for its time, and it helped to establish New Balance as a leader in the running shoe industry.
Over the years, New Balance has continued to innovate and develop new products. In 1960, the company introduced its first wide-width running shoe. In 1972, New Balance introduced the 320, which was the first running shoe to feature a lightweight, cushioned sole. The 320 was a huge success, and it helped to make New Balance one of the most popular running shoe brands in the world.
In addition to its running shoes, New Balance also offers a wide range of other athletic footwear, including shoes for walking, hiking, training, and basketball. The company also offers a line of apparel, including shirts, shorts, jackets, and hats.
New Balance is known for its commitment to quality and craftsmanship. The company’s shoes are made with high-quality materials and construction, and they are designed to last. New Balance also offers a wide range of sizes and widths, so that everyone can find a shoe that fits them perfectly.
Marketing Strategies of New Balance
1. Brand Identity and Heritage
New Balance’s brand identity is rooted in its rich heritage and tradition of quality, comfort, and innovation. The company has been committed to providing high-performance footwear and apparel for over a century, and this commitment is reflected in its brand messaging, visual identity, and product design. New Balance’s brand identity is centered around the idea of empowering consumers to achieve their goals and pursue their passions, whether it be in sports, fitness, or daily life. This philosophy is encapsulated in the brand’s tagline, “Fearlessly Independent Since 1906“ which reflects the spirit of independence, self-expression, and determination that has defined New Balance since its inception.
New Balance’s heritage is a key component of its brand identity and marketing strategy. The company proudly celebrates its long history and legacy of craftsmanship, innovation, and dedication to excellence. From its early beginnings as a small arch support company to its current status as a global leader in the footwear industry, New Balance has remained true to its core values and mission.
The brand’s heritage is evident in its classic designs, such as the iconic 574 sneaker, which has been a favorite among consumers for decades. New Balance also honors its heritage through initiatives such as the “Made in USA” collection, which highlights the brand’s commitment to domestic manufacturing and quality craftsmanship. By embracing its heritage, New Balance creates a strong emotional connection with consumers and establishes itself as a reliable and trustworthy brand.
Recent examples include the brand’s “Since 1906” campaign, which celebrated the company’s 110th anniversary and emphasized its enduring commitment to quality, innovation, and customer satisfaction. Another example is the release of the New Balance x J.Crew 990v1 sneaker, which combined the brand’s signature comfort and performance with J.Crew’s stylish sensibilities, further solidifying New Balance’s position as a leader in both the athletic and fashion industries.
2. Product Innovation and Differentiation
New Balance’s commitment to innovation is a critical aspect of its marketing strategy. The company continuously invests in research and development to create cutting-edge products that meet the evolving needs of its customers. New Balance’s focus on innovation enables it to stay ahead of the competition and cater to specific consumer demands, such as sustainability, style, and performance. For instance, the brand launched its Fresh Foam line, which features a unique midsole technology that offers superior comfort and support while reducing environmental impact. Additionally, New Balance’s collaboration with influential designers like J.Crew and Off-White results in limited-edition collections that combine style and functionality, further differentiating the brand from its competitors.
he brand sets itself apart from other athletic wear companies by offering products that blend function, style, and sustainability. New Balance’s products are designed to meet the diverse needs of various consumer groups, including runners, walkers, and lifestyle enthusiasts who value comfort, durability, and versatility. Moreover, the brand’s made-in-the-USA manufacturing process allows for greater control over production standards, ensuring premium quality and exclusivity.
To further distinguish itself, New Balance has introduced initiatives like the “NB1 Program,” which offers personalized services, exclusive products, and special perks to loyal customers. By emphasizing differentiation, New Balance builds a strong brand identity that resonates with consumers seeking authenticity, individuality, and exceptional value. The program was closed down during the pandemic.
3. Target Audience and Market Segmentation
New Balance’s target audience includes individuals who prioritize comfort, style, and performance in their footwear and apparel. The brand caters to various consumer segments, such as runners, walkers, and lifestyle enthusiasts who seek high-quality, functional products for their active endeavors. New Balance understands that each segment has distinct preferences and requirements, and therefore, tailors its products and marketing strategies accordingly. For instance, the brand’s ‘RunIQ’ smart watch targets serious runners, offering them personalized coaching, training plans, and exclusive access to new products. Meanwhile, its ‘Walking’ category addresses the needs of walkers, providing comfortable shoes with excellent arch support and cushioning.
New Balance divides its market into smaller segments based on demographics, psychographics, and behavioral characteristics. The brand recognizes that consumers have varying tastes, lifestyles, and purchasing habits, and thus, it adopts a nuanced approach to reach each group effectively. For example, New Balance collaborates with popular fashion brands like J.Crew and Off-White to appeal to younger, style-conscious audiences who appreciate limited-edition sneakers. On the other hand, the brand’s ‘Made in USA’ collection appeals to consumers who prioritize domestically produced, high-quality products. Additionally, New Balance supports grassroots running events and sponsors local races, connecting with passionate runners and fostering brand loyalty within the community. Through these efforts, the brand successfully engages with a broad range of consumers, cementing its reputation as a leading athletic wear company that meets diverse needs and preferences.
4. Digital Marketing and Online Presence
New Balance utilizes digital marketing as a key component of its overall marketing strategy. The brand recognizes the importance of having a robust online presence to connect with its tech-savvy customer base. New Balance leverages social media platforms such as Instagram, Facebook, and Twitter to share engaging content, product launches, and behind-the-scenes stories. The brand also employs influencer marketing, partnering with fitness enthusiasts, athletes, and celebrities to showcase its products in action and reach a wider audience. New Balance’s digital marketing efforts are designed to build brand awareness, drive traffic to its e-commerce site, and ultimately increase sales. For instance, the brand’s #MyNBalance campaign encourages users to share their personal stories and experiences with New Balance products, creating a sense of community and user-generated content.
New Balance’s website serves as the hub of its digital marketing efforts, providing an immersive brand experience for customers. The site features a clean design, easy navigation, and compelling visuals that showcase the brand’s products and values. New Balance also prioritizes e-commerce optimization, ensuring a seamless shopping experience across all devices. The brand’s mobile app, NB1, offers personalized recommendations, exclusive deals, and streamlined checkout processes, further enhancing the online shopping experience.
5. Athlete Endorsements and Collaborations
New Balance has been successful in using athlete endorsements as a marketing strategy to promote its brand and products. The company partners with top athletes across various sports disciplines, such as running, football, baseball, and basketball, to showcase its products in action and tap into their fan bases. These endorsements not only help generate exposure but also authenticate the brand’s performance credentials. New Balance’s roster of ambassadors includes household names like Kawhi Leonard, J.J. Watt, and Megan Rapinoe, each of whom embodies the brand’s values of determination, hard work, and dedication. By aligning itself with accomplished athletes, New Balance can leverage their influence to reach a broader audience and reinforce its commitment to delivering high-performance footwear and apparel.
In addition to traditional endorsements, New Balance collaborates with influential figures and organizations to create co-branded products and experiences. These collaborations often result in limited-edition collections that generate excitement among fans and collectors alike. For instance, the brand recently joined forces with rap star J. Cole to release a line of sneakers inspired by his music and personal style. New Balance also collaborated with the popular wellness brand, Outdoor Voices, to create a line of sneakers designed specifically for outdoor activities such as hiking and trail running. Such collaborations allow New Balance to expand its reach beyond its core audience and tap into new markets while maintaining its focus on quality and innovation.
6. Retail Strategy and Distribution Channels
New Balance has developed a strong retail strategy that focuses on creating an immersive brand experience for customers. The company operates over 4,000 retail stores worldwide, which serve as hubs for product testing, events, and community engagement. New Balance also partners with select retailers to distribute its products, carefully choosing partners that share its values and commitment to customer service. This strategic approach allows New Balance to maintain control over the in-store experience, ensuring that customers receive expert advice and personalized attention. Additionally, the brand invests heavily in e-commerce, offering a seamless online shopping experience and leveraging social media platforms to connect with customers.
New Balance employs a diverse range of distribution channels to reach customers globally. Apart from its own retail stores and e-commerce platform, the company partners with specialty run and outdoor shops, department stores, and sporting goods retailers. New Balance also works closely with key wholesale partners, such as Zappos and Amazon, to ensure its products are readily available to customers online. To further enhance its distribution network, the brand has introduced a “Buy Online, Pickup In Store” (BOPIS) option, enabling customers to purchase products online and collect them at their nearest store. This omnichannel approach enables New Balance to cater to the evolving needs of consumers, providing convenience, flexibility, and a consistent brand experience across all touchpoints.
7. Customer Loyalty Programs
Customer loyalty programs are a crucial marketing strategy for New Balance, a leading athletic footwear and apparel brand. The company’s loyalty program, known as “NB Rewards,” offers customers exclusive benefits and rewards for purchasing their products. Members of the program earn points for every dollar they spend, which can be redeemed for discounts on future purchases, free shipping, and other perks. Additionally, members receive early access to new product releases, special promotions, and personalized recommendations based on their purchase history. By offering these incentives, New Balance encourages repeat business and fosters customer loyalty, ultimately driving sales and increasing brand advocacy.
One recent example of New Balance’s commitment to customer loyalty is their “My Way” campaign, which celebrates the unique style and individuality of their customers. As part of this campaign, New Balance invited customers to share photos of themselves wearing their favorite New Balance gear on social media using the hashtag #MyNewBalance. Participants were entered into a contest to win a chance to design their own custom sneakers, further solidifying their connection to the brand. This initiative not only showcases New Balance’s dedication to its customers but also creates user-generated content that inspires others to join the NB community. By leveraging customer loyalty programs and innovative marketing efforts like the “My Way” campaign, New Balance continues to build a strong brand reputation and drive long-term growth.
In summary, New Balance’s marketing strategies encompass a cohesive blend of brand authenticity, product innovation, digital engagement, and a commitment to diverse consumer segments, contributing to its longstanding success in the competitive athletic footwear industry.
Marketing Mix of New Balance
In the dynamic landscape of athletic footwear and apparel, New Balance has emerged as a venerable brand, celebrated for its commitment to quality, innovation, and a harmonious fusion of performance and style. As consumers navigate a myriad of choices in the market, understanding the intricate elements that contribute to New Balance’s success becomes imperative. This article embarks on a comprehensive exploration of New Balance’s marketing mix, dissecting the strategic interplay of product development, pricing strategies, distribution channels, promotional endeavors, and the tangible elements that collectively shape the brand’s identity. From the running tracks to the retail shelves, New Balance’s approach to the 4Ps—Product, Price, Place, and Promotion—provides a blueprint for sustained excellence in an industry where staying ahead requires not just keeping pace but leading the race.
1. Product
New Balance offers a wide range of athletic footwear and apparel products for men, women, and children. Their product line includes running shoes, walking shoes, basketball shoes, soccer cleats, and casual sneakers. They also offer sportswear such as tops, bottoms, jackets, and hoodies. New Balance differentiates itself from its competitors by offering products with advanced technology and features such as Fresh Foam, Gel Cushioning, and Support Systems. These technologies provide superior comfort, support, and performance for athletes and fitness enthusiasts alike.
In addition, New Balance has recently expanded its product line to include lifestyle shoes and apparel, targeting consumers who value fashion and style over athletic performance. This move has helped the brand reach a wider audience and increase its presence in the global market.
2. Price
New Balance employs a premium pricing strategy, positioning itself as a high-quality brand with prices slightly higher than those of its competitors. The price range for New Balance products varies depending on the type of product, material, and technology used. Running shoes, for instance, start at around $60, while high-end models can cost upwards of $200. Apparel prices range from $30 to $150, depending on the item and quality.
The premium pricing strategy allows New Balance to maintain profitability while delivering high-quality products that meet the needs of its target market. Moreover, the brand offers periodic discounts, promotions, and sales to attract price-sensitive customers without compromising its premium image.
3. Promotion
New Balance uses various promotion strategies to connect with its target audience and create brand awareness. The company invests heavily in digital marketing, including social media platforms such as Instagram, Facebook, and Twitter. They use influencer partnerships, sponsored posts, and engaging content to showcase their products and promote their brand values.
New Balance also participates in trade shows, events, and marathons, where they showcase their products and interact with potential customers. In-store displays, print ads, and email marketing are additional tactics used by the brand to reach its target audience.
Notably, New Balance has been successful in creating a strong brand identity through storytelling and emotional connections. Their “Let’s Make Excellent Happen” campaign, for example, highlights the journey of aspiring athletes and the role that New Balance plays in helping them achieve their goals. Such campaigns have contributed to building a loyal customer base and enhancing the brand’s reputation.
4. Place
New Balance operates a multi-channel distribution model, selling its products through various channels, including:
a. Retail Stores: New Balance has over 4,000 retail stores worldwide, including flagship stores in major cities like Boston, London, and Tokyo. These stores provide an immersive brand experience, allowing customers to touch, feel, and try on products before making a purchase.
b. E-commerce: New Balance sells its products directly to customers through its website, offering a seamless online shopping experience. Customers can browse products, read reviews, and make purchases easily.
c. Wholesale Partners: New Balance distributes its products through authorized wholesalers and distributors, who sell to independent retailers, department stores, and sporting goods chains.
d. Third-Party Marketplaces: New Balance products are available on third-party e-commerce platforms like Amazon, Zappos, and REI.com.
By employing a diverse distribution strategy, New Balance ensures that its products are accessible to a broad range of customers across different regions and channels, both offline and online. This approach helps the brand maximize its reach and increase sales.
New Balance’s marketing mix is a well-crafted orchestration of product excellence, strategic pricing, extensive distribution, impactful promotion, customer-centricity, efficient processes, and compelling physical evidence. This comprehensive approach positions the brand as a stalwart in the competitive athletic footwear and apparel industry, appealing to a diverse and discerning consumer base.
Also Read: The NFL Playbook for Marketing: Strategies that Win Big
To read more content like this, subscribe to our newsletter
Go to the full page to view and submit the form.