New Balance New Balance 1400 Cheap UK Shop is planning an advertising blitz that’s twice as big as any in its 109-year history, taking aim directly at Nike Inc. On Wednesday, the sneaker company will begin its first global campaign, including television New Balance 1550 Online Store spots throughout the U. S. and other large markets -- an attempt to become a truly international, multisport athletic brand like its rival with the Swoosh. While long known for running shoes and casual footwear, New Balance has recently branched out into soccer, baseball, tennis and cricket.
“It’s an effort to New Balance 2016 Clearance position our brand up against the biggest in our category in footwear, apparel and accessories and in multiple sports, ” said Rob DeMartini, who’s been chief executive officer of New Balance Athletic Shoe Inc. since 2007. The closely held company wants to boost its annual sales growth, which averaged 15 percent over the past five years. Revenue reached $3. 3 billion in 2014 and will approach $4 billion this year, DeMartini said. That means it’s already growing faster than Nike, the world’s largest sporting-goods maker. That level of revenue would also put it above Under Armour Inc., a company more often cited as Nike’s biggest threat.
Even with Sneakers New Balance ML2016 Deep Red Leather Trainers that growth, Boston-based New Balance realized it was headed down a risky path of becoming too associated with fashion. While many companies dream of turning into a lifestyle brand, being trendy can be fleeting, DeMartini said. That’s why New Balance needs to solidify itself as an athletic brand based around performance products, he said. “In the lifestyle business, there is a cycle to it, ” DeMartini said. “Sometimes you’re in, and sometimes you’re out. ”New Balance also is heavily reliant on running shoes, something it’s looking to change. It’s a huge category in the U. S. but not as big overseas. In February, New Balance branched out into soccer by signing endorsement deals with 10 players, including Vincent Kompany of Manchester City, and one of the world’s most popular clubs in Liverpool. The company declined to say how much it’s spending on the marketing effort.