New Balance: A Marketing Case Study

In just a matter of years, New Balance have been able to transform their brand image from that of ‘dad shoe’ to one of the trendiest fashion brands in the world. But how have they been able to accomplish this? And what lessons can we learn from New Balance’s meteoric rise?

Chameleon breaks down how New Balance have made clever use of digital marketing campaigns to completely shake the sportswear industry to its core.

New Balance Marketing: Brand Identity

Firstly, New Balance transformed their brand image by adapting to modern trends. Rather than solely focusing on being a high-quality sportswear brand, New Balance focused on gearing their brand more towards modern, younger audiences by borrowing from street-wear culture.

Rather than just producing comfortable and high-performing sportswear, New Balance started to create products that were stylish and reflective of modern fashion trends. Take New Balance’s trainer-line; their shoes aren’t just comfortable and durable, but also borrow from sneaker-culture with their sleek, intricate and trendy designs.

At a time when Nike and Adidas are dominating the sportswear industry, New Balance offer a refreshing and appealing alternative. You can stand out from the crowd with New Balance trainers whilst still obtaining the same stylishness and comfort found in a Nike or Adidas trainer.

With the more limited and exclusive lines of Adidas and Nike, New Balance have become a more obtainable alternative, supplying the demand for new, stylish trainers.

With their own unique lines, New Balance have filled a decipherable gap in the market and cemented its place in the street-wear and sneaker culture of the US. All of this wouldn’t have been possible however without substantial digital marketing campaigns.

New Balance Marketing: Leveraging Social Media

New Balance effectively leverage social media as part of this digital marketing strategy. By actively engaging with their audience on platforms like Instagram, Twitter, and TikTok, New Balance are able to showcase their latest products, highlight athlete endorsements, and share user-generated content, creating a vibrant and interactive online space.

New Balance also utilise targeted ads and promote posts to specific demographics online, ensuring their message resonates with broader audiences.

Through consistent and engaging content, including behind-the-scenes looks, fitness tips, and lifestyle inspirations, New Balance have successfully rebranded themselves as a modern brand for younger, tech-savvy audiences.

Innovative Web Design

New Balance have also significantly elevated its digital presence through innovative web design. New Balance laid out a clear digital ambition when they re-designed their website in the mid 2010’s. Their new website seeks to offer customers an enhanced digital experience that mirrors the high-quality of service expected in-store.

Their website merges content with commerce, offering personalised shopping features, a custom running shoe finder, and engaging behind-the-brand storytelling, transforming the customer experience beyond mere trainer-shopping.

Meanwhile, New Balance have also streamlined its e-commerce site to prioritise customer satisfaction ever since the Covid pandemic. Adapting to the all-digital nature of pandemic shopping, New Balance adopted cutting-edge web design techniques by creating digitised 3D versions of their products.

All of these moves have helped New Balance to continue building its image as a modern and trendy brand with a strong digital presence.

Celebrity Endorsements

In 2017, New Balance founded a dedicated department for celebrity endorsements to help further revolutionise their brand’s image. To complement their new sneaker lines, New Balance struck-up sponsorship deals with some of the trendiest and most high-profile sports personalities in the US and beyond.

NBA star Kawhi Leonard has been a prominent face for the brand, particularly known for his signature basketball shoe, the “KAWHI”. Additionally, rapper and singer Jack Harlow has been featured in New Balance campaigns, aligning his stylish and youthful image with the brand.

By collaborating with celebrities and letting them design their own sneakers, New Balance were able to sell themselves as a trendy brand whilst simultaneously offering exclusive products, further adding to their brand’s allure.

Meanwhile, in the UK, New Balance struck-up a 5-year sponsorship deal with Liverpool Football Club in 2015, becoming their official shirt supplier.

As well as giving the brand substantial exposure, New Balance also featured in a number of TV and online ads. Stand-out Premier League stars like Sadio Mane and manager Jurgen Klopp were pictured sporting the brand’s sportwear, further adding to New Balance’s image as a fresh, high-profile sportswear brand, whilst also becoming linked with Liverpool’s on-the-pitch success.

New Balance Marketing: Key takeaways For Marketers

Marketers can learn from New Balance’s ability to adapt to modern trends whilst still staying true to the brand’s original ethos.

By focusing on producing high-quality, durable and comfortable products, New Balance have been able to continue to communicate their strengths as a solid and dependable sportswear brand.

However, by also revolutionising their digital marketing with social media campaigns, web design, and key sporting celebrity endorsements, they have been able to bring their brand fully into the 21st Century.

With a greater emphasis on style, sleekness and individuality, New Balance offer a refreshing alternative to Nike and Adidas, carving out their own pat int he fashion industry.

New Balance are therefore able to cater to individuals who prioritise a blend of functionality, comfort, and style. To overcome their ”dad shoes” reputation, the brand decided to rebrand, dabbling more in streetwear culture and providing consumers with a rich blend of culture, colour, and story-telling.

Need Help Transforming Your Brand’s Image? Talk To Chameleon!

At Chameleon, we recognize that rebranding can be a complex and overwhelming process, but it doesn’t have to be. Our team of digital marketing experts is here to guide you every step of the way.

Whether you’re looking to refresh your brand’s identity or completely reinvent your online presence, we have the creativity and expertise to bring your vision to life. From modern web design and compelling content creation to strategic SEO and impactful social media management, we’ll help you redefine your brand and connect with your audience like never before.

Ready to start your digital marketing journey? Reach out to us today to unlock your brand’s true potential.