New Balance Athletic Shoe Co (US)

Profile subscribers click here for full profile

Selected New Balance advertising

New Balance is now neck and neck with Puma for third place in the global sportswear market, mainly as a result of its much stronger reputation in the US. Privately owned, it is the only major sportswear company to still make products in the US, where around a quarter of locally sold shoes are assembled. New Balance is best-known for running shoes, but the group has successfully entered several other US sports, such as baseball and basketball, and has expanded dramatically in international markets since 2013. It launched the New Balance brand into the global soccer sector for the first time in 2015, and now sponsors the national teams of Costa Rica, Panama and the Republic of Ireland as well as clubs including Celtic and Atletico Bilbao. Subsidiary brand Warrior Sports, acquired in 2004, already makes kit for several football clubs including Liverpool FC and Sevilla FC of Spain, while Brine is a specialist Lacrosse brand. In 2015, the company merged its casual shoe brands Dunham, Cobb Hill and Aravon, with rival Rockport, acquired from Adidas. The resulting Rockport Group is jointly owned by New Balance and Berkshire Partners private equity. The business was founded in Boston in 1906 by William Riley as the New Balance Arch Company, making arch supports for walking shoes. It moved into sports shoes in the 1930s, but has always specialised in more orthopedically designed products. The Trackster, for example, introduced in 1960, was the first performance running shoe sold in different widths as well as sizes. However by the late 60s the business had dwindled in size to just six employees. It was acquired in 1972 by entrepreneur Jim Davis, who rebuilt it by exploiting the huge emerging interest in recreational jogging. He continues to run it with his wife Anne. Rob DeMartini is CEO. Sales for 2016 were $3.8bn. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

Who are the competitors of New Balance? See Apparel Index for other companies

Who handles New Balance's advertising? Find out more from Adbrands Account Assignments

Capsule checked 13th December 2017

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 8th Feb 2018: Ads of the Week: "Fearlessly Independent Since 1906". Sportswear brand New Balance doesn't have the money to pay big endorsement fees so it has to try something a bit different to grab some limelight from Nike and Adidas. This new campaign, the first from new global agency VML, has a lovely down-home-and-dirty garageland feel to it. All goes to show that character sometimes beats style (and cash). We'll be honest: we haven't heard of any of the mostly American athletes featured apart from German soccer star-turned-manager Jurgen Klopp. We're hoping they're all a bit cooler over there than he is here in Europe.

Adbrands Weekly Update 29th Jan 2015: Adidas Group confirmed the $280m sale of Rockport, the casual footwear brand that had been part of the Reebok business. The buyer is private equity firm Berkshire Partners, with backing from rival sportswear company New Balance. A newly independent Rockport Group will combine the existing Rockport brand with New Balance's Drydock casual footwear subsidiary, whose brands are Cobb Hill, Aravon and Dunham. Drydock's Bob Infantino becomes CEO of the new Rockport Group.

Adbrands Company Profiles assess more than 1,000 leading advertisers, brands and agencies, and examine each company's business record, geographic strength and comparative performance within its chosen sector, including strengths and weaknesses, history, up-to-date news and top-line financial information. What else does the company do? How did it originate? What other brands does it own? How is it performing in the market? With what other businesses is it affiliated? 

Adbrands Account Assignments is a database tracking account management for the world's leading brands and companies. In other words, which advertising agency handles which accounts in which countries. Fully searchable by brand, brandowner company or advertising agency, the database now contains more than 15,000 worldwide account assignments for over 4,000 leading brands.

More about Company Profiles | More about Account Assignments

New to the industry? See here for a brief summary of how the agency business is structured.

Subscribe to to access the full profile and account assignments

All rights reserved © Mind Advertising Ltd 1998-2018