New Balance Women : Brand Transformation

In an effort to revitalize the women’s business, New Balance asked MDG to reposition the women’s division. We recognized that, among women, New Balance had a respected reputation, but not an ownable niche—with Nike owning performance, Puma owning style and brands like Brooks owning technology. Research was conducted which eventually indicated that the NB woman was indeed different. She was about multitudes and individuality. As much as we tried to define her, it quickly became obvious that what made her unique was the fact that she insisted on defining herself. Performance was important, but so was lifestyle, so was family and fashion etc. Our task was to convey that no matter the definition—New Balance understood, and supported her in each and every life endeavor.

MDG created a branded campaign that brought to life the new definitions of NB women. We worked to educate the internal team with a brand book, and then spoke with the consumer via a variety of touch points. A fresh presentation of product along with dynamic lifestyle imagery and effective, approachable messaging was employed in all channels of communication, redefining NB style with an authentic aesthetic.