Why New Balance is So Popular

Picture of a man on a skateboard wearing new balance
 

By Tricia McKinnon

How does a brand pass the test of time? Ask New Balance. New Balance has been in business for more than a century after getting its start in 1906. Known for its “dad shoes” New Balance has managed to keep consumers interested and coming back for more. In a world where you are only as famous as your last viral video New Balance can teach brands a thing or two about how to stay relevant. If you are curious about why everyone is wearing “dad shoes” then consider these three elements of New Balance’s strategy.

1. The right collaborations. Any good marketer knows the right collaborations can do wonders for a brand even turning its fortunes around. Take a look at Tim Hortons. In 2021 Tim Hortons launched a collaboration with Justin Bieber that featured TimBiebs (donut holes) that were personally crafted and selected by Bieber himself. The collab was incredibility successful with Joseph Cil, the former CEO of Restaurant Brands International (owner of Tim Hortons) saying the campaign was: “one of the more successful traffic-driving initiatives in recent memory and outperformed our internal expectations.” Or look at the boost McDonald’s got after a collab it did with BTS which featured a McDonald’s meal combo the Korean pop sensations enjoy eating.

For most of New Balance’s history collaborations weren’t a thing. It didn’t sponsor athletes and its tagline at one time was “endorsed by no one.” But about five years ago New Balance got serious about collaborating with other brands. It started by partnering with smaller streetwear brands like Aimé Leon Dore (ALD). “We completely changed our [collaboration] strategy over the past couple of years,” said Joe Grondin, New Balance’s former senior global collaboration manager. “We've gone from very regional, retailer-based projects to more of these like long term brand partnerships, which I think has just brought us a ton of new energy and new audiences.” New Balance’s collaboration with ALD was really the one that helped the brand to become more sought after which then made other brands interested in collaborations with New Balance.

“With ALD, we got them on board right before their blow up,” said Grondin. “We try to get those untapped brands that haven't had the collaborations and elevate their presence. All Teddy needed was a platform like New Balance to get his aesthetic and voice across in a bigger way.” Since then New Balance has partnered with Aries, Jjjjound, Salehe Bembury, Stone Island, Miu Miu and Stussy. Taking a page from Supreme’s strategy New Balance collaborations are often limited edition collections that drop in small quantities driving up the demand and hype surrounding the merchandise.

In 2018 New Balance partnered with an unlikely partner, NBA  player Kawhi Leonard. This was before Leonard would lead the Raptors to win its first NBA title in the franchise’s history in 2019. “Nobody could have predicted what happened with Kawhi. People didn't see him as a marketable guy, and they didn’t necessarily know his personality,” said Sean Sweeney, senior global marketing manager for New Balance Basketball. “He was a good player, but he wasn’t necessarily thought of as the best player.” But, “Kawhi and New Balance makes perfect sense. Some people looked at it as a joke. But, authentically, we made a lot of sense for each other,” said Sweeney. “He’s super focused on what he wants to get done and doesn’t veer off that path. That’s something we tried to key in on with him and tried to position him as a guy who doesn’t care about the extra stuff.”

New Balance has even collaborated with Miu Miu to sell $1,050 sneakers. Consumers have flocked to these collaborations and to New Balance in general. “Over the past 12 to 18 months New Balance has become the new go-to sneaker for both the sneakerheads and the general consumer alike," said Sally Scott, CEO of sneaker resale site Klekt.

There is also something to be said about tapping into smaller brands or even stars that don’t have a mass audience but a cult following. Sometimes you can create a lot more hype for a collaboration that way because a niche audience can be more engaged which then can translate into a larger following.

2. Staying true to your brand identity. You can almost smell when a brand isn’t performing well once it starts acting like someone else. It starts chasing after the latest trends in a desperate attempt to stay relevant. Remember, Colgate’s Kitchen Entrees? Exactly.

New Balance will never be accused of trying too hard to chase what’s hot. The sneaker brand which entered the market over a century ago and is affectionately known as selling “dad shoes” still appeals to dads who want to be comfortable but now fashionistas also want in. It’s not that New Balance has changed we have. New Balance even ran an ad in 2019 with copy that read: "Worn by supermodels in London and dads in Ohio.” With more casual clothing and athleisure taking over the office, Sunday brunch and most occasions New Balance is in the right place at the right time. “From the classic grey to all the new releases, it’s something both men and women can wear because of the timeless design and colour palettes.”

Sometimes a brand is ahead of its time. What doesn’t look appealing at first think clunky “dad shoes” a decade ago can suddenly be in demand today as trends change. Elle Magazine’s take on New Balance sneakers provides a perfect take on why the brand has taken off: “as the anti it-shoe, the simplicity and accessibility of New Balance sneakers make it an effortless wardrobe choice given our fragile state [during the pandemic]. New Balances are quiet, yet comforting. Unassuming, yet supportive. They cradle your feet with the same gentle compassion you wish you could give yourself. They are neither too chunky nor too slim, so this Goldilocks shape provides the perfect balance to loungewear. New Balances look arguably better with sweatpants than any other sneaker. These are the pacifying attributes we require mid-pandemic, both stylistically and otherwise. The shoe makes so much sense, I'll even forgive influencers for not leaving their sneakers outside their house, or worse, wearing them in bed.“

3. Shoes that work. New Balance sneakers are long-time favourites of runners. But since they are very comfortable they are a natural choice not just for athletes but for anyone who wants to be comfortable. "They’re really for everybody," says stylist Stacee Michelle. "We’ve seen over the past 100 years, everyone from the president to NBA superstars and celebrities wearing the sneakers."

Doctors also love to recommend New Balance shoes to their patients. "Typically their shoes are designed with engineered footbeds that are great for arch support, comfort and stability," said Doctor Miguel Cunha a podiatrist. New Balance sneakers can also "help [to] minimize fatigue and pain not only for your feet but your ankles, your knees and your back,” added Cunhaa.

New Balance shows that if you want to stand up to the test of time quality matters. While New Balance is riding the wave of athleisure and more casual clothing its sneakers would not be as popular if New Balance didn’t invest in creating high performance sneakers. Trends come and go but a business built on quality can outlast even the toughest of competitors.

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Tricia McKinnonStrategy & Growth2 Comments