New Balance, a brand with a rich 119-year history, has traditionally been recognized for its high-quality running shoes and, perhaps more colloquially, its distinctive “Dad Shoe” aesthetic. Yet, a profound transformation is underway as the company executes a deliberate and significant foray into the high-stakes world of basketball, a domain long dominated by industry behemoths like Nike and Adidas. This strategic shift is not merely an expansion; it signals New Balance’s clear intent to redefine its global position within the athletic hierarchy. From its origins in specialized arch supports, New Balance has always adapted, but this current pivot marks its most assertive move yet to become a top-three global athletic brand.
A Brand Reimagined Through Athlete Partnerships
For decades, New Balance operated under a “Endorsed by No One Endorsed” philosophy, believing its products’ inherent quality would speak for itself. This stance, however, led to a missed connection with a vast demographic at the intersection of sports and culture. Consequently, over the past 15 years, a critical re-evaluation spurred a remarkable reshaping of its marketing approach. The brand has shifted from dedicating the majority of its marketing budget to transactional tactics, such as Google AdWords, to now allocating 70% towards prominently showcasing its star athletes and fostering cultural collaborations. The “We Got Now” campaign perfectly encapsulates this new, athlete-centric focus, emphasizing immediate action and relevance.
Interestingly, New Balance hasn’t sought to erase its “Dad Shoe” identity, which significantly contributed to its growth and stability. Instead, it has embraced a nuanced path of strategic acceptance and diversification. This approach acknowledges that its established foundation enabled the brand to engage with elite athletes such as Cooper Flagg, Kawhi Leonard, Cameron Brink, Shohei Ohtani, and Coco Gauff. The company’s stated intention to “be many things to many people” highlights a sophisticated strategy, allowing it to retain its loyal, heritage-appreciating customer base while simultaneously expanding its appeal to new, younger, and more fashion-forward consumers through high-profile sports endorsements.
The Power of Authentic Relationships
New Balance has meticulously built an impressive roster of elite athletes across various sports, laying crucial groundwork for its current basketball push. The signing of tennis star Coco Gauff at the tender age of 14, initially seen as a high-risk move, has proven to be a stroke of strategic brilliance. Gauff’s reflections underscore the strength of this approach: “They took a chance on me before anyone else, so I’m so grateful for our seven-year relationship and how much we’ve grown together since then. They’ve always supported my values, voice, and vision.” This testimonial highlights New Balance’s emphasis on cultivating genuine, long-term partnerships over short-term endorsement deals or bidding wars. This model suggests that building an emotional connection and shared values with athletes can have a profoundly impactful effect, particularly on young, impressionable talents. The groundwork for New Balance’s renewed basketball ambitions was significantly laid by the signing of Kawhi Leonard in 2018, whose presence brought considerable attention and credibility to the brand within the performance basketball segment.
The Generational Talent Rooted in New Balance’s Heartland
Central to New Balance’s ambitious basketball expansion is the partnership with Cooper Flagg, an 18-year-old basketball phenom widely projected as the consensus No. 1 overall pick in the upcoming NBA Draft. Scouts and analysts consistently praise Flagg’s exceptional athleticism, visionary playmaking, and immediate two-way impact, drawing comparisons to generational No. 1 picks like LeBron James and Victor Wembanyama. His high school career was extraordinary, making history as the first freshman in Maine to be named Gatorade Player of the Year and later leading Montverde Academy to an undefeated national title.
A particularly compelling dimension of Flagg’s appeal to New Balance lies in his deep, authentic connection to Maine, the brand’s manufacturing heartland. Flagg grew up in Newport, Maine, a mere 25 miles from New Balance’s Skowhegan factory, with personal memories of shopping at its annual tent sales. In a competitive endorsement landscape, New Balance leveraged this unique connection. Their pitch included a deeply personal tribute video filmed at the Skowhegan factory, featuring long-time associates. This “personal touch” resonated profoundly with Flagg, who remarked, “It was pretty cool to see that video and the Maine shoes and some familiar faces.” This strategic emphasis on shared values and history, rather than solely financial incentives, proved highly effective, demonstrating how New Balance differentiates itself from larger competitors who often rely on immense economic power.
Building Anticipation and Long-Term Value
New Balance officially announced its partnership with Cooper Flagg in August, even before his first college game, signaling an “all-in bet” on him as a pivotal talent for their basketball ambitions. The brand swiftly launched a new marketing campaign, declaring June 25th, the day of the 2025 NBA Draft, as “Flag Day.” This was commemorated with a hype video and the release of special-edition “Made in USA” apparel, drawing inspiration from Flagg’s journey from Maine to national prominence. Governor Janet Mills officially declared “Cooper Flagg Day” across Maine, amplifying the authenticity of the partnership and transforming it into a narrative of shared community success.
While Flagg wore Nike throughout his college career due to Duke’s agreement, he transitioned to New Balance on the court at the NBA Draft Combine. Significantly, New Balance’s Director of Global Basketball and Football Sports Marketing, Naveen Lokesh, has stated that they are “not gonna do a signature shoe (yet)” for Flagg. Instead, they plan a “small run of stuff that will be accessible to people all around the world.” This deliberate decision to defer a full signature shoe release is a calculated strategic move. It allows the brand to build anticipation and long-term demand, ensuring a future signature line is met with maximum impact and sustained consumer interest, aligning with their strategy of building genuine partnerships that mature over time.
New Balance’s Underdog Advantage
New Balance, despite holding a fraction of the market share compared to industry giants like Nike and Adidas, is effectively leveraging its “underdog” position to disrupt the athletic footwear and apparel market. Its global revenue quadrupled from $1.8 billion in 2010 to $7.8 billion in 2024, with its baseball, basketball, football, and tennis categories collectively experiencing a 27% growth in global revenue between 2022 and 2024. This substantial growth directly coincides with the brand’s increased investment in champion signings. New Balance has set an ambitious target of crossing $10 billion in annual revenue, a goal intrinsically linked to establishing a strong and competitive basketball business.
The global sports apparel industry is intensely competitive, with Nike, Adidas, Puma, and Under Armour dominating the market. New Balance’s strategy with Cooper Flagg represents a distinct departure from typical competitive dynamics. While Nike and Adidas often engage in high-stakes bidding wars for established stars, New Balance’s focus on early talent identification and fostering authentic, long-term relationships positions it uniquely. The acquisition of Flagg, widely considered the “next young star,” is a rare shot for a company besides Nike to claim such a talent. This move allows New Balance to challenge the established hierarchy by securing a generational athlete through a more personalized and values-driven approach, rather than simply outspending competitors.
Shaping the Future of Sports Marketing
New Balance’s “all-in bet” on Cooper Flagg is not an isolated marketing tactic but a critical component of a broader, long-term vision to redefine its place in the global sports hierarchy. This ambition extends beyond mere endorsement deals; it’s about cultivating genuine, enduring partnerships with athletes who align with the brand’s evolving identity. The success with Coco Gauff serves as a blueprint for this relationship-centric model. New Balance plans to continue its aggressive basketball push by bringing on more top young college basketball stars through Name, Image, and Likeness (NIL) deals and actively identifying future top NBA draft picks, indicating a sustained commitment to building a deep and diverse talent pipeline.
Ultimately, New Balance’s strategic investment in Cooper Flagg represents a calculated and multi-faceted initiative designed to fundamentally reshape its brand identity and significantly expand its footprint in the global basketball market. By prioritizing authenticity, long-term relationships, and a unique brand story, New Balance is positioning itself not only to achieve its ambitious financial goals but also to redefine the future of sports marketing. This is a game-changing play that the industry will be watching closely.
