New Balance

Brand Positioning

What Do They Sell?

New Balance sells assorted athletic wear that includes:
  • Shirts
  • Socks
  • Shorts
  • Tank tops
  • Sport Bras
  • Sneakers (Athletic)

As well as other casual wear such as:
  • Jackets
  • Sneakers/Sandals/Boots

Logos and Slogans

New Balance has had numerous slogans over the time span that they have existed. These slogans include, "Endorsed By No One" and "Lets Make Excellent Happen". The most recent slogan the company has used is "Always in Beta", which means always improving.


Target Market

  • The targeted age for New Balance would be people within the range of 16-40 years old.
  • New Balance has merchandise created for the use of younger people (athletic and sporty)
  • New Balance also sells products specifically made for comfort for older consumers

  • Athletic/healthy
  • Cares for body well-being



  • Merchandise can be worn everyday (shoes, shirts, etc.)

Promotions, Sponsorships and Endorsements

New Balance also has several campaigns which are promoted by endorsed athletes such as the "NB Boston" campaign, a mini series of athletes in Boston discussing their experience with the New Balance brand.
NB Boston: Never Finished

Competing Brands

The brands that New Balance competes with are brands that also sell athletic gear. The following are some of the top sports brands in 2015.


  • Sells athletic wear and casual clothing
  • Owns vast majority of the basketball shoe market
  • Highest valued Sports brand of 2015


  • Globally successful company
  • Great success in soccer marketing
  • Ranked third in highest valued sports brands of 2015

Under Armour

  • Great success in the United States
  • Surpassed Adidas for footwear and apparel sales in the U.S
  • Fourth highest valued sports brand of 2015


  • Not as successful as the other companies but more valuable than New Balance
  • Recent drop in company value
  • Still ranked 8th among the world's most valuable sports brands in 2015


Perceptual Map

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As seen above, New Balance is separated from its competitors in terms of their targeting because they do not necessarily focus on one target. In contrast, Reebok, Nike, Under Armour and Adidas generally appeal to younger and athletic consumers. Hence, those brands are able to target those consumers heavily, which has resulted in greater success for those companies. New Balance is different in the sense that the company does not primarily focus on any age group or lifestyle. This a differentiated targeting strategy that does not seem to work very well for New Balance which as a result has lead to less success when compared to its main competitors.







New Balance engages in head-to-head positioning that involves challenging these top sports brands by competing with them directly in certain markets. For example, in recent years New Balance became a more popular brand in the world of soccer, a sport which has been dominated by brands like Nike, Adidas and Under Armour. New balance is consistently trying to gain competitive advantage with its competitors by endorsing numerous athletes within certain sports, in order to promote their brand and give it a greater presence in the sporting world.


Value Proposition

New Balance attempts to convince consumers to purchase their products by expressing how their products help individuals achieve their goals. Whether it be athletic endeavors or good casual style, New Balance ensure that their products are benevolent to one's needs. They also try to appeal to certain consumers with proactive assistance in environmental preservation and charitable efforts around the world.


Works Cited

About Under Armour. (n.d.). Retrieved May 08, 2016, from

Boudway, I. (2015, March 6). Why Can't Reebok Get Fit? Retrieved May 08, 2016, from

Inside NB Overview. (n.d.). Retrieved May 08, 2016, from NB Overview/inside-nb-overview,en_CA,pg.html

Sports Hub - Athlete Landing Page. (n.d.). Retrieved May 08, 2016, from

Strategy Overview. (n.d.). Retrieved May 08, 2016, from

The Forbes Fab 40: The World's Most Valuable Sports Brands 2015. (n.d.). Retrieved May 08, 2016, from

Welty, M. (2013, June 12). 50 Things You Didn't Know About New Balance. Retrieved May 08, 2016, from