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From Arch Supports to Arching Eyebrows 👟
How US Dads' Favourite Sneaker Brand Built a $6.5B Empire
Arzoo Batra
26 Oct • Read Time: 4 minutes
Once upon a time, in a land dominated by swooshes and stripes, there was a humble shoe company that dared to dream different.
Welcome, sneaker aficionados and brand lovers, to the tale of how New Balance went from "dad's favourite" to the darling of runways and race tracks alike.
It all began in 1906 when William J. Riley gazed upon a chicken's foot and had an epiphany about arch support. Fast forward to 2024, and that chicken-inspired company is now a $6.5 billion behemoth. Talk about hatching a golden egg!
📈 New Balance sprinted to $6.5 billion in sales in 2023, up 23% from 2022
🇺🇸 16 million pairs produced annually, with 4 million made in the USA
🏃♀️ Holds 10% of the U.S. shoe market and a whopping 12.7% of U.S. running shoe sales
To give you context, global footwear market is set to grow to $242.33 billion by 2029. While Nike and Adidas play tug-of-war with 90% of the market, New Balance is the daring underdog nipping at their heels with 4% global market share. It's David vs. Goliath, but David's wearing really comfortable shoes! 🤣
Now, let's understand why has New Balance become all the rage lately.
P.S.: Dad's feet were right all along
New Balance’s Holy Textbook: How to Win Friends and Influence Sneakerheads 🤝👟
The Comfort Revolution: While others said "Just Do It," New Balance whispered, "Do It Comfortably."
Made in the USA Pride: 25% of their shoes are a love letter to American craftsmanship, much appreciated by the Americans.
Width Wisdom: Because not all heroes have narrow feet and inclusivity is the flavour of the season (Case in point: Rihanna’s crazy success with her makeup brand ‘Fenty Beauty’, built on the inclusivity principle)
The Accidental Hipster: They became cool by steadfastly refusing to chase cool. (‘TRY To Be Cool’ and you become the most uncool character)
Sage Snippet
Remember, in the wise words of New Balance's philosophy: "Worn by supermodels in London and dads in Ohio." Here's to the brand that proves you don't have to sacrifice comfort to be cool – or cool to be comfortable.
May your stride be as bold as their journey from arch supports to fashion statements! 👟💃
From Dad Shoes to Rad Shoes: A Marketing Masterclass 📚
New Balance pulled off a brand transformation more impressive than any other in the saturated shoes category. Here's how:
🤘Embrace the Dad: When "dad shoes" became trendy, New Balance said, "Hold my orthopedic inserts." The 990 series wasn't just a shoe; it was a declaration that classics never go out of style.
🤘Fashion Flings: Collaborations with Miu Miu and J.Crew turned heads faster than a chiropractor's adjustment. As they say, branding is all about the right associations.
🤘Digital Savvy: #MyNBalance isn't just a hashtag; it's a lifestyle (and brilliant UGC campaign btw).
🤘Grassroots Glory: Supporting local running events? That's how you win hearts one blister at a time.
In a world where sneaker brands play hot potato with trends and celebrities, New Balance chose the road less traveled – and ran with it. While others zigged with flashy drops and superstar endorsements, they zagged with timeless designs and community running events.
New Balance didn't just sell shoes; they built trust one comfortable step at a time.
It turns out, in a market saturated with hype, authenticity might just be the ultimate flex. Who knew doing your job well could be so revolutionary? Dad did, apparently.
What Next?
As New Balance continues to balance heritage with hype, what's next? Smart sneakers that remind you to call your dad? Shoes made entirely from recycled dad jokes?
One thing's for sure: in a world of flashy sneakers, New Balance proves that slow and steady doesn't just win the race - it starts trends.
Until next time..