**New Balance: From Dad Shoe to Number One Draft Pick – A Sneaker Success Story**
In a story that could only be described as a modern-day Cinderella tale, New Balance has traded in its “dad shoe” reputation for some serious court cred. The year was 2023 when the chaps over at New Balance decided to go big or go home. The company’s Chief Marketing Officer, Chris Davis, threw down a challenge that had marketing maverick Naveen Loesh thinking on his feet. The goal? Capture the attention of none other than Cooper Flagg, the 17-year-old basketball prodigy and the undeniable prospect for the top pick in the NBA draft.
Now, let’s be clear: New Balance wasn’t exactly the basketball sneaker giant like Nike or Adidas. Nike boasted an eye-watering $51 billion in revenue while New Balance had “only” $7.8 billion in 2024. Yet, the brand had one ace in the hole—Flag’s roots. Hailing from Newport, Maine, just a hop, skip, and jump away from New Balance’s manufacturing plant, Flagg had a strong connection to the brand. He recalled fond memories of shopping at the factory’s annual tent sale with his mother, which gave New Balance the personal touch that other brands simply couldn’t match.
When it came time to pitch Flagg in a swanky Calabasas hotel, New Balance laid it all on the line. They presented a heartfelt tribute video featuring associates from the Scoagan factory who had dedicated over 20 years to the brand. This personal approach was a stark contrast to the company’s previous marketing tactics that boasted a tagline of being “endorsed by no one” back in the ’90s. Those days were long gone as New Balance adapted to the new sports landscape, showing they were ready to embrace the present—and the future.
Fast-forward to August 2023, and the company proudly announced Cooper Flagg as their new brand ambassador. Who would have guessed that a company known for making sneakers that your dad would wear while mowing the lawn would successfully lure in one of the hottest prospects in basketball? It seems the marketing strategy was paying off. In the last 15 years, New Balance has transformed its image with a roster of athlete ambassadors that includes grand slam champion Coco Gauff and NBA stars like Kawhi Leonard and Jamal Murray. The transformation was significant enough to help redefine New Balance from its “dad shoe” persona to a brand that’s truly “in the game.”
The impact of this shift is remarkable. Once laughed at with jokes about being shoes for “chubby white guys in their late 30s to early 40s,” New Balance has seen its revenues surge. From 2010 to 2024, the company’s topline revenue skyrocketed from $1.8 billion to an astounding figure that solidifies its place in the sneaker world. Sales for their performance, lifestyle, and outdoor footwear soared, jumping from $4.4 billion to $6.6 billion during that period. The savvy partnerships with stars like Gauff and Otani have strengthened their position and expanded their influence in markets beyond just basketball.
As the sneaker industry continues to evolve, New Balance is proving that a little perseverance, heart, and community connection can go a long way—even when facing down giants. So, cheers to New Balance for defying expectations and showing everyone how a true underdog can rise to claim the number one spot. Who would have thought the future of basketball—and footwear—would be found in a company that once proudly embraced the nickname of dad shoe? Here’s to many more slam dunks ahead!
