New Balance, a renowned American footwear brand celebrated for its comfort and functionality, has long been cherished by athletes and casual shoe wearers alike. However, recent years have witnessed a remarkable transformation for the brand. Embracing its 'dad shoe' status, New Balance has adeptly tapped into streetwear culture, allowing its collaborators to take the lead. This strategic shift has revitalized its reputation and catapulted it to the forefront of contemporary fashion. New Balance Lifestyle Marketing Director Tom Henshaw elaborates on this journey, highlighting how the brand's innovative approach has made it one of the hottest names in the industry today.
Strategic Rebranding: From "Dorky" to Desirable
New Balance has long been cherished by a dedicated core following, yet for many, the brand was synonymous with "dorky" dad shoes. The rebranding journey for New Balance was anything but impulsive; it was a meticulously planned strategy aimed at appealing to a broader audience and redefining the brand's market position. Leveraging its heritage of producing high-quality, performance-oriented products, New Balance decided to shift its presentation and design approach.
Capitalizing on Trends: The Resurgence of the Dad Shoe
The brand embraced a modern, fashion-forward design language while retaining its commitment to performance. They capitalized on the 'dad shoe' trend by re-releasing classic, chunky silhouettes like the 990 model. This strategy not only aligned with current fashion trends but also paid homage to the brand's roots.
A Surge in Popularity
New Balance's efforts paid off significantly. According to StockX, the brand experienced a remarkable 200 percent trade growth from 2021 to 2022, becoming the sixth-fastest-growing sneaker brand on the platform. This surge can be attributed to their contemporary collaborations, but it all began with the resurgence of the dad shoe trend in 2018. Shoes once seen as staples for older men, like the 990v4, suddenly became sought-after items for fashion-conscious individuals looking to complete their outfits.
Innovative Collaborations and Celebrity Endorsements
New Balance has made a significant shift in its marketing strategy by collaborating with prominent designers and influencers and securing key celebrity endorsements. Strategic alliances with brands like Aime Leon Dore and high-profile figures such as Jaden Smith and Kawhi Leonard have revitalized New Balance’s image, positioning it firmly within the realms of fashion and culture. These partnerships have injected fresh energy into the brand, aligning it with cutting-edge trends, luxury, and exclusivity while remaining accessible to its loyal customer base.
Brian Lynn, general manager of lifestyle, explains the evolution:
Each partner and project has its own fanbase and narrative. Working with retailers felt like we were selling to the same New Balance fans in every project. Partners like Kith, Bodega, and Concepts are crucial for us, and we will always maintain relationships with them, but it's about achieving a broader mix and balance.
Lynn notes that only a few years ago, there wasn’t even a dedicated team to handle collaborations. It was managed part-time by employees who had connections with retailers. This changed in 2017 when Lynn, along with Joe Grondin, business unit manager of global collaborations and energy, set a new strategy in motion. They decided that collaborations should not just involve applying a theme and adding interesting colours to a sneaker. Instead, everything from the product to the marketing campaigns needed to feel tailored to the collaborators.
This approach, giving more freedom to collaborators, is one that bigger brands like Nike and Adidas have successfully employed. New Balance has now adopted it in its own way, tapping into lesser-known brands and creators, thereby expanding its reach. The product lineup has become more varied, including tech-focused 2000s runners and retro basketball sneakers, allowing New Balance to compete more effectively with its competitors' offerings.
Notable Collaborations
New Balance has always been a staple in the athletic world, but its recent collaborations and innovative designs have propelled the brand to new heights, capturing the urban market's attention. A significant leap came with their 2022 partnership with the renowned streetwear company A BATHING APE®. The "BAPE® x New Balance 'Training Camp' collection" showcased a fresh blend of streetwear and sports fashion, offering a range of stylish items from hats to hoodies and, of course, iconic shoes.
One standout from this collaboration is the 57/40, a shoe that blends streetwear flair with athletic functionality. Inspired by the 650 silhouette and incorporating BAPE®'s classic camo, the 57/40 introduces a unique midsole and a modern twist on the classic 574 construction, infused with '90s tech-inspired details. This innovative design highlights New Balance's commitment to reimagining classic styles and expanding its reach in the fashion industry.
This partnership with BAPE® is just one of many high-profile collaborations that have helped New Balance modernize its image and appeal to urban influencers. Collaborations with Jaden Smith on the Vision Racer collection, Raheem Sterling with the Shadow of My Dreams collection, and New York City's Aimé Leon Dore founder Teddy Santis have further solidified New Balance's presence in the high-end streetwear scene.
The brand's ambitious ventures continued with a remarkable debut at the 2022 Paris Fashion Week, where New Balance collaborated with Miu Miu, catching the eyes of A-list influencers and fashion enthusiasts.
New Balance’s breakthrough into mainstream athletic recognition was cemented in 2019, during the Toronto Raptors' championship-winning NBA season. With Kawhi Leonard, a five-time All-Star known for his viral "fun guy" interview, New Balance signed him on with his slogan, "Board Man Gets Paid." This partnership was pivotal as Leonard's performance and unique personality drove massive interest in New Balance products. His championship win with the Raptors skyrocketed the brand’s credibility and market value, turning any product associated with Leonard into an instant sellout.
However, the collaboration didn't end there; New Balance continued to release new products with Leonard and pursued additional trendy collaborations that resonated with their brand. With these strategic collaborations and high-profile endorsements, New Balance has transformed into a formidable contender in the athletic and streetwear industries, standing toe-to-toe with giants like Nike and Under Armour. Their innovative designs and ability to tap into urban culture have redefined the brand, making New Balance a true competitor in both athletic performance and fashion.
Transformative Marketing: From Sneakers to Storytelling
New Balance has undergone a transformative rebranding, moving beyond just altering its product line to fundamentally change how it communicates with its audience. Previously, New Balance's collaborations focused on designs that appealed to traditional sneakerheads but didn't quite capture the interest of new customers. The brand's new strategy addresses this by emphasizing diverse storytelling that highlights each collaborator's unique perspective. Instead of merely focusing on the sneakers, New Balance uses them as a vehicle to share compelling narratives.
Central to this rebrand is the "Fearlessly Independent" campaign, which perfectly embodies the brand's new direction. This campaign celebrates New Balance's independence and unwavering commitment to quality, spotlighting athletes and individuals who resonate with these values. By focusing on storytelling, the brand underscores its heritage, authenticity, and unique positioning as an independently owned and operated company. The campaigns emphasize individuality and nonconformity, setting New Balance apart from its competitors and appealing to a broader audience.
Commitment to Sustainability
In response to the growing consumer demand for sustainable and ethical practices, New Balance has made significant strides toward environmental responsibility. They have introduced a range of eco-friendly shoes and pledged to eliminate all footwear manufacturing waste by 2025. This commitment to sustainability has not only enhanced its brand image but also attracted a more conscientious consumer base.
New Balance's remarkable transformation is a testament to the power of strategic rebranding and innovative collaboration. By embracing its heritage while adapting to contemporary trends, the brand has successfully navigated the evolving landscape of fashion and streetwear. Through notable partnerships, high-profile endorsements, and a steadfast commitment to sustainability, New Balance has revitalized its image and expanded its appeal. This journey serves as an inspiring example for brands seeking to rejuvenate their market presence and connect with a broader audience. As New Balance continues to innovate and grow, it stands poised to remain a dominant force in both the athletic and fashion industries.
