NEW BALANCE ATHLETIC SHOE, INC.

New Balance Athletic Shoe runs on its everyman (and everywoman) appeal. Besides making and selling men's and women's shoes for running, cross training, basketball, tennis, hiking, and golf, the company offers fitness apparel and kids' shoes and owns leather boot and shoe maker Dunham. Other brands include Aravon shoes for women; PF Flyers lifestyle shoes; and Brine and Warrior Sports lacrosse, field equipment, and apparel.  It sells its footwear in its own stores and those of specialty retailers. Founded in 1906 as New Balance Arch Company to make arch supports, it's known for its selection of shoe widths.

Geographic Reach

About 25% of New Balance's US footwear shipments are produced at five New England facilities located in Boston and Lawrence, Massachusetts; and in Norridgewock, Norway, and Skowhegan, Maine. The athletic shoemaker also manufactures footwear in Flimby, UK.

Through 4,000-plus associates around the globe, the shoe maker is able to cater to some 120 countries.

Operations

In addition to the company's namesake and Dunham brands, New Balance's products portfolio includes PF Flyers footwear, Aravon shoes for comfort performance, Warrior hockey wear, and Brine, a leader in soccer, field hockey, volleyball, and lacrosse. New Balance also makes apparel and accessories through licensing deals with the likes of J. Crew, Moretz Sports, Eyewear Designs, Fitness Quest, and Hickory Brands.

Financial Performance

New Balance rang up $2.4 billion in worldwide sales in 2012.

Strategy

Unlike its rivals, the footwear firm shuns celebrity endorsers. By spotlighting lesser-known athletes, New Balance claims to emphasize substance over style. The approach attracts Boomer jock clients who are less fickle than the teens chased by its rivals. While the company typically does not enlist the help of high-profile celebrities, New Balance regularly sponsors races, teams, youth sports, and track and field events. Breaking with tradition and upping its style quotient, the company recently enlisted supermodel Heidi Klum to launch the Heidi Klum for NB Collection of footwear and athletic apparel.

To connect with more common folk, in 2013 the company formed a five-year partnership with Gold's Gym International.

To connect with the younger set, New Balance entered the skate footwear market through a license agreement with Black Box Distribution of Carlsbad, California. It has also expanded into yoga apparel.

Company Background

New Balance is run by chairman Jim Davis, who bought the company on the day of the 1972 Boston Marathon. 

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NEW BALANCE ATHLETIC SHOE, INC.


20 Guest St
Brighton, MA 02135-2088
Phone: 1 (617) 783-4000
Fax: 1 (617) 7877050
www.newbalance.com

STATS


  • Employer Type: Private
  • President and CEO: Robert DeMartini
  • Vice Chairman and EVP, Administration: Anne Davis
  • President and CEO: Robert DeMartini

Major Office Locations

  • Brighton, MA

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