THE MARKET DYNAMIC
Although New Balance had a reputation as a “high performance” athletic shoe, It was steadily loosing market share to its ever popular lifestyle shoe competitor Reebok.
The brand needed some “value added” component to remain competitive and prevent consumer cross over from its core audience.
Develop an engineering performance additive the would be built into specific models. Create a name and benefit driven positioning line for this new “shock absorption technology” and roll it out nationally with strong point of sale materials through the normal retail outlets.
Major strides were made in revitalizing the brand and enhancing the trade and consumer’s perception the New Balance was still “the best performance show” on the market.