New Balance Marketing Strategy That Redefined Sneakers

After its greatest ad, “worn by supermodels in London and dads in Ohio,” New Balance has proven that its marketing efforts have evolved to resonate with highly diverse audiences. 

The brand’s journey from functional footwear to a global fashion icon is a testament to its smart, adaptable marketing strategies.

You are invited to look closely at how New Balance’s marketing strategy has redefined the sneaker landscape. From iconic campaigns and strategic collaborations to leveraging brand heritage and building digital communities, we’ll explore the key advertising moves that have made New Balance more than just a sneaker brand—it’s become a lifestyle statement.

What’s Inside 

From Dad Shoes to Style Icon: The Evolution of New Balance Marketing

As for 2024, New Balance had an 88% brand awareness rate among sneakerheads in the United States, and 40% had a positive opinion of the company. How did the brand reach that turning point in its marketing strategy, then? 

Actually, New Balance’s association with the “dad shoe” image has been a significant aspect of its brand identity, with models like the 990. These products, characterized by chunky silhouettes, comfort, and retro designs, gained popularity back in the 1990s. 

However, we can clearly see that New Balance’s marketing evolution reached its pivotal turning point in 2015 with the launch of the “Always in Beta” campaign. That undoubtedly marked a strategic shift from a lifestyle-focused image to emphasizing athletic performance. 

Over the years, in the realm of sports marketing, New Balance has continued to strategically partner with athletes and teams to enhance its brand visibility. 

What’s more, in 2023, New Balance experienced significant growth. So much so that the brand hit $6.5 billion and doubled sales since 2020. 

What happened in 2020? 

Yes, the retro “dad shoe” trend reached new heights then, and New Balance’s classic 990 and 327 models were embraced by street fashion enthusiasts. 

The dad shoe trend isn’t just about fashion. It reflects a cultural shift towards appreciating functional and practical items, especially those with a nostalgic appeal. New Balance shoes represent a balance between style and functionality, making them perfect for the modern world.

At that point, we have to acknowledge that COVID-19 significantly influenced that trend. With people working from home and spending more time indoors, there was a heightened demand for comfortable footwear. And it was a good call to use related sports marketing strategies to reach that audience, including Gen Z.

Fundamentals of New Balance’s Marketing Strategy

New Balance’s marketing strategy has a unique edge; with over a century of history, it has built a loyal following by staying true to its core values of quality, craftsmanship, and independence. 

But what really sets New Balance apart is its ability to evolve. CEO Robert DeMartini highlighted this approach, stating: 

We’ve always been a contrarian. That’s what the owner, Jim Davis, built this business on. As a private company, we can make a decision based on a five- or ten-year period.

As mentioned before, the brand has embraced trends, partnered with top sports marketing agencies to reach new audiences, and collaborated with high-fashion icons to stay relevant. 

Let’s dive deeper and find out the fundamentals of New Balance’s marketing approach: 

“Made in the USA” Ethos

Launching and promoting the “Made in the USA” series is a part of that ethos. As you already know, the series highlights the brand’s heritage and dedication to quality, resonating with consumers who value local manufacturing.

Tapping into Youth Culture

We’ll look closer to that, but for now, we can state that New Balance has successfully tapped into youth culture via a blend of collaborations, targeted endorsements, and trend-conscious product releases. 

By partnering with fashion-forward brands like Aimé Leon Dore and enlisting popular athletes such as Kawhi Leonard and Coco Gauff, New Balance has expanded its influence within younger, style-conscious demographics. 

In other words, while embracing the trends with re-releases of classics, the brand cleverly honors its heritage. And that approach makes it a favorite among both sneakerheads and the fashion-forward youth.

Partnering with Culturally Relevant Figures

For its “We Got Now 2024” campaign, the brand teamed up with new-age & diverse athletes known by youth instead of “the figures of all times” such as Usain Bolt, Steven Curry, or David Beckham. They collaborated with Coco Gauff, Shohei Ohtani, Sydney McLaughlin-Levrone, Jamal Murray., Tyrese Maxey, Cameron Brink, and Bukayo Saka.

Taking Advantage of Nostalgia

New Balance is among the companies that truly understand how to capitalize on nostalgia marketing.

In addition to paying homage to its heritage at every turn, New Balance also revives some of its signature marketing campaigns. As you may remember, the brand revived the “Intelligent Choice” slogan, originally launched in the 1980s. With that marketing move, NB emphasized the brand’s long-standing philosophy of making high-quality, purpose-driven products.

Time to focus on digital marketing and social media strategy of New Balance:

Encouraging User-Generated Content

As you already know, UGC is undoubtedly one of the most effective strategies in the marketing ecosystem. In this way, the brand encourages customers to share their experiences using its products. And, yes, that’s the long-term marketing strategy of New Balance.

Campaigns like #MyNBalance invite users to post personal stories and photos, creating authentic content and strengthening the brand-consumer relationship.

Resonating with Gen Z’s Values & Trends

One of the wisest moves a fashion brand can embrace is, of course, creating content totally resonating with Gen Z’s values like individuality and realness and trends on social media. 

In a recent TikTok video, New Balance referred to the “FIT CHECK” trend on social media and gained thousands of likes.   

In addition to adopting social media trends to its strategy, the brand is also good at selecting figures to work with. By taking advantage of the rise of Korean modern culture and K-pop, New Balance teamed up with Korean singer-songwriter and actress IU and attracted, especially Gen Z. 

Leveraging Brand Heritage

Like sticking to the “Made in the USA” ethos, leveraging brand heritage at every turn is a well-known element of New Balance’s marketing strategy. 

That approach strengthens its market position and connects with consumers while honoring classic series like 990 and its designers. 

What’s more, by integrating its heritage into modern marketing strategies, New Balance effectively appeals to both long-time fans and new customers. 

Most Successful New Balance Campaigns

Grey Days 

Since NB annually celebrates its iconic 990 series with different successful marketing campaigns, we must list “Grey Days” at the top. 

The campaign honors its signature grey colorway and announces the limited-edition releases. As mentioned earlier, the brand highlights its rich heritage and the timeless appeal of its products via that campaign. 

Run Your Way 

Released in 2023, New Balance’s “Run Your Way” campaign features real runners and their personal, sincere stories. It’s kind of a commitment to personal expression in sports. 

The only right way to run, is your way. #RunYourWay

Fearlessly Independent Since 1906

As mentioned earlier, New Balance’s marketing campaigns revolve around two fundamental elements: quality craftsmanship and rich heritage. 

In that iconic campaign, NB underscores its long-standing commitment to independence and quality craftsmanship. 

By stressing its heritage and commitment to creating superior goods, the brand strengthens its unique place in the fashion & sports industry. 

Introducing the MADE in the USA 990v6

Runners aren’t normal. 

Introducing the MADE in USA 990v6. 

An ever-evolving icon, the MADE in USA 990v6 blends modern, performance-minded updates and timeless craftsmanship.

Before jumping into the next campaign, in case you’re wondering how 990 became the universally loved masterpiece, here is a quick answer by Vice writer, Adam Rothbarth: 

The first New Balance 990 came out in 1982—the same year as Nike’s Air Force 1—to be the greatest running shoe for serious runners. Retailing for $100 right out of the gate, the shoe was a big gamble from New Balance, as sneakers didn’t usually cost that much back then; I think what made people immediately willing to pay this much.

Cloud Jumper 

Unlike the other campaigns we listed above, that campaign exemplifies innovative social media engagement through interactive content.

Using an interactive mobile game that looked like well-known apps like “Doodle Jump,” “Cloud Jumper” promoted New Balance’s Fresh Foam cushioned shoe line. Through sponsored social media channels on Facebook, Instagram, and Snapchat, the game was distributed programmatically.

What about the results? Notwithstanding New Balance’s inexperience in gaming, the endeavor resulted in an overall brand lift of 18.84%, with a 28.9% lift in China, a 14.6% lift in the United States, and a 10.3% lift in Japan. 

Runs in the Family

“Runs in the Family,” featuring diverse figures, is another famous campaign where the brand celebrates its universality. 

With that marketing campaign, New Balance demonstrates that their shoes are appropriate for elite athletes as well as casual wearers while emphasizing the brand’s appeal to a wide range of age groups. 

It’s also an invitation to call New Balance a “true family brand.” 

Bonus: Saturday Night Live’s New Balance Video

If you’re looking for the running shoe runners use, and the show overweight white guys wear to make a statement, New Balance is the brand for you.