By signing Cooper Flagg, Shohei Ohtani, Coco Gauff and other young superstars, the 119-year-old sneaker and apparel brand is on a mission to redefine its place in the sports hierarchy.
0:00 Introduction To New Balance
0:45 How New Balance Has Shifted Perceptions Of The Brand
2:11 New Balance’s Relationship With Brand Ambassadors
4:37 New Balance’s Advantages
6:17 New Balance’s Cultural Capital
8:29 What New Balance Needs To Do To Stay Relevant
Read the full story on Forbes: https://www.forbes.com/sites/justinbirnbaum/2025/06/24/how-new-balance-went-from-dad-shoe-to-scoring-the-no-1-nba-draft-prospect/
Correction: Chris Furse is the Chief Client Officer at VML, not a strategist.
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They’re going to have to give Kanye credit. He revived the dad shoe vibe with the Yeezy 700
The shoes are selling because the quality is far superior than Nike and other brands…
Last year when I was 24, I bought the 9060s…to this day I think I'm still in love with that shoe
I love how they're taking credit for taste changing in their favor. Like they had some magical and amazing marketing campaign that changed everyone's mind. Those shoes haven't changed since they came out.
Don’t know anyone who bought NB because these athletes endorsed them. In fact, the average customer probably wouldn’t even be able to name NB’s ambassadors. People bought NB because the Dad shoe became popular again
New Balance is also focusing on soccer after not investing much. With stars like Saka and Eze now in their lineup, they are getting traction in a market segment that has been traditionally dominated by Adidas and Nike.
I’m not sure this is genius marketing. I think it’s slow and controlled and paying attention to pop culture and using popular figure heads. It’s not revolutionary. It borders common sense.
공유다 ㅎㅎ
😂😂😂😂
Collabs made the brand cool again and after trying the MADE IN line you’re hooked for life