Industry News

New Balance is hot on the heels of Nike

New Balance, a premium brand well known for quality shoes, has decided to set its sights higher but there is another premium brand standing in the way. With its first global campaign beginning early July and company revenue that has already surpassed Under Armour (usually pegged as Nike’s biggest competitor), New Balance aims to be the newest player in an industry of sports product specific companies that have turned themselves into lifestyle brands. New Balance is keenly aware of the risky road of transformation from success based on a product to a permanent lifestyle brand fixture. They are planning on focusing on the premium reputation of their products as a springboard for growth, as opposed to athletic fashion trends. Read more in this article from Business Insider.

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