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»New Balance

How New Balance Builds Brand Equity

Although athletic apparel manufacturer New Balance makes more than $4 billion in annual revenue in 130-odd markets, it doesn’t share the same name recognition as competitors like Nike, Adidas or Under Armour. “We found through market research that in most of our markets globally, consumers are aware of us, but they weren’t considering us because... Continue reading »

by Kelly Liyakasa // February 26th, 2018 //
»
How Brand Publishers Like New Balance Plan Paid Around Owned Media

New Balance sells sneakers and sports apparel, but the brand is not all about chasing the transaction. The Boston-based footwear manufacturer, which competes with names like Nike, Under Armour and Adidas, instead seeks to differentiate by pushing stories, not products. As such, it faces a unique challenge in combining content and commerce. “We hear these... Continue reading »

by Kelly Liyakasa // March 15th, 2016 //
»
 

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