Founded 1906
New Balance
The anti-Nike becomes a cultural icon
New Balance spent decades as the underdog in the athletic shoe market, overshadowed by Nike and Adidas. Its revival came through embracing its 'dad shoe' aesthetic and positioning itself as the authentic alternative to flashy, marketing-driven brands.
Key Insights from the Revival
- →Authenticity played a crucial role in the brand's comeback
- →Strategic collaborations helped reposition the brand for a new generation
- →Cultural timing was essential to the brand's resurgence
Brand Evolution Timeline— Drag or use ← → keys to explore
1906
Founded
Arch support origins
1970s
Running Boom
Entry into athletic footwear
1980s
Made in USA
Domestic manufacturing focus
2000s
Dormancy
Limited cultural relevance
2015
Dad Shoe Trend
990v5 gains popularity
2022
Cultural Icon
Collaboration with Aime Leon Dore