The Failure Of New Balance

In the past, New Balance has fallen out of the spotlight in the athletic equipment world. The common idea that has overtaken most consumers is that New Balance is an unfashionable brand that is predominately made for the older generation, in other words, a “dad shoe.” The goal of this campaign is to rebuild the image of New Balance and to use the college market in doing so. Primary research methods such as interviews and surveys have been a useful tool in finding out why New Balance has fallen out of the limelight over the past few years. Survey and interview results provided the reasons as to why the college market has not been into the brand in the past. The main reason for failure in the college market was the lack of modern designs. Students …show more content…
within the retail and lifestyle sector, making shoes, apparel, and sports gear. The main cash earner for the company is its shoe sales around the entire world. New Balance mainly targets sports enthusiasts and people who work out as their shoes are most frequently used for athletics. Although, New Balance is also looking to push the envelope in style. The college market is a thriving community and with that comes great potential for future gains, as most young adults are attending college now-a-days. A market that New Balance is currently underachieving in is that college market. The reason for not reaching full potential in this market is due to current perceptions that still place the brand within a much older target market that doesn’t have functional style. This perception and image is what New Balance wants to wipe away from their name. New Balance is launching a new integrated marketing communication campaign in order to gain awareness, as well as a positive and appealing image among college students. New Balance wants to be seen as a first-choice, elite brand for the college market in multiple aspects. These aspects include style, functionality and …show more content…
One of these strengths is New Balance 's sponsorship of an influential and diverse group athletes from all over the world, with the likes of Jose Bautista, Aaron Ramsey, and Milos Raonic to name a few. A strong social demand for companies to maintain a high level of corporate social responsibility acts as an external factor working to the benefit of an existing internal factor at New Balance. Everyday, New Balance works in a direction to one day become 100% waste free. Taking steps like educating workers on environmental issues in the world of product design, improved environmentally preferred materials (EPMs), as well as joining the Sustainable Apparel Coalition (SAC) in 2010 (New Balance. "Environmental Sustainability). New Balance also offers various different styles of shoes for all shapes, sizes and age groups. Starting off as an arch support company back in 1906, New Balance has continued to be a company that caters to different widths and fits, for people of different shapes and