New Balance launches first range of running accessories

Athletics brand New Balance has stepped up its assault against Nike and Adidas with the launch of its first range of running accessories. The 900 series builds on the brand’s core sports shoe offering.

The launch of the performance accessories, which is being handled by consultancy Silverhammer, comes after a year in development. In April, New Balance launched its first dedicated fashion range, PF Flyer, in the UK, Italy, France and Japan (MW January 16).

New Balance is expected to launch a range of clothing under the PF Flyer brand to build on the popularity of retro sports clothing.

The functional 900 range, which is to be launched imminently, will include a running pack, bladder pack, waist pack, armband wallet and mesh cap, which all aim to help runners feel more comfortable.

New Balance has also launched its first integrated above-the-line campaign in the US and Europe. The brand does not sponsor celebrity athletes and rarely uses above-the-line advertising. The campaign marks the first time the brand has used above-the-line marketing in the UK and Europe (MW March 27).

A renewed focus on Europe followed last year’s appointment of UK marketing manager Robert Ward and its first European marketing director, Tobi Richter (MW December 12, 2002).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here