New Balance | The Remarkable Resurgence of an Iconic Footwear Brand
4 min read
Introduction to New Balance
New Balance is an iconic footwear brand that has experienced a remarkable resurgence in recent years. Founded in 1906, New Balance was originally a Boston-based arch support company. In the 1960s, New Balance began manufacturing running shoes, and by the 1970s, the brand had become a leading player in the running shoe industry.
A Brief History of New Balance
New Balance was founded in 1906 by William J. Riley, a 33-year-old English immigrant who came to the United States seeking his fortune. He started out as a salesman for the Boston-based Warren Shoe Company and soon realized that there was a niche to be filled for high-quality, American-made athletic shoes. With that, he founded the New Balance Arch Support Company and began producing arch supports and other shoe accessories out of his home in Belmont, Massachusetts.
In 1934, New Balance created its first running shoe, The Trackster, which was designed to provide more support and stability than any other running shoe on the market. This innovative design helped New Balance gain a foothold in the competitive running shoe industry and establish itself as a brand known for quality and performance.
Marketing Strategies That Have Contributed to New Balance’s Resurgence
In the early 1990s, New Balance was in trouble. The iconic footwear brand was losing market share to Nike and other competitors, and its once- loyal customers were defecting. New Balance was struggling to keep up with the changing times, and its very future was in jeopardy.
But then something amazing happened: New Balance staged a remarkable turnaround, regaining its foothold in the marketplace and becoming once again a thriving company. How did they do it?
There are several marketing strategies that have contributed to New Balance’s resurgence. First, they focused on quality over quantity. While other brands were churning out cheap shoes by the hundreds of thousands, New Balance took a different approach: They invested in making a small number of high-quality shoes that would appeal to discerning customers.
Second, they went niche. Instead of trying to be everything to everyone, they carved out a niche for themselves as a brand for serious runners and athletes. This allowed them to focus their marketing efforts and connect with their target audience more effectively.
Popular Models from the Brand
New Balance has a rich history dating back to 1906, when founder William J. Riley first began producing arch supports in his Boston workshop. Today, the brand is best known for its innovative sneakers, which are favored by athletes and style-savvy consumers alike.
In recent years, New Balance has undergone a remarkable resurgence, thanks in part to its commitment to quality and design. The brand has also been embraced by celebrities and influencers, who have helped to raise its profile and drive sales.
Some of New Balance's most popular models include the 990v3, the 247, and the 574. These sneakers are comfortable, stylish, and versatile, making them ideal for everyday wear. Whether you're hitting the gym or running errands around town, you'll appreciate the comfort and support that New Balance provides.
Conclusion
New Balance has come a long way since its founding in 1906, and continues to be one of the most popular footwear brands around. From being born out of necessity for more comfortable and supportive shoes, to becoming an iconic symbol of style, New Balance is a brand that stands for quality and comfort. Whether you’re looking for something fashionable or functional, New Balance has you covered with their wide selection of stylish yet comfortable shoes. It’s no wonder why this classic shoe brand shows no signs of slowing down anytime soon!
