Case Study:
How we helped New Balance drive exponential growth in its untapped lifestyle apparel business during a period of rapid brand expansion.
2018 - 2023
ABOUT NEW BALANCE
New Balance Athletics, rooted in running, has evolved into a multi-sport lifestyle and performance powerhouse. Once known for its “dad shoe” heritage, the brand has reclaimed relevance through classic design, performance innovation, and strategic collaborations. Its rise is fueled by a strong sport and street culture connection, the revival of retro silhouettes, and a commitment to premium craftsmanship.
THE APPROACH
Our ground-up design strategy, which included category expansion and design team restructuring, redefined the lifestyle apparel division. This transformation shifted the program from a logo-wear-centric approach to a multi-category powerhouse and a key driver of growth within the apparel business.​
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Analyzed, restructured, and built a global design team across 4 countries.
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Established core principles for the Lifestyle Division's Better and Good categories, driving growth through material consolidation and design efficiencies.
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​Expanded apparel into Basketball and All-Terrain (outdoor) categories, aligning with and complementing brand footwear initiatives.
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​Developed structure, identity, and art direction for the graphic T program, and established an external artist collaboration hub.
The Result.
Grew the lifestyle business by 165% to over $350M in five years, transforming it into a multi-category, dual-gender offering that now represents over 50% of the total apparel business. Drove efficiencies through material consolidation and design to streamline assortment while successfully expanding into Basketball and All-Terrain categories.
