New Balance in £2m sales drive

Sportswear brand New Balance is to double its advertising spend in Europe to £2m in a determined effort to increase sales across the UK, France, Germany and Italy. The move signals a change in strategy for the brand, which has previously focused on event sponsorship and specialist magazines.

New Balance has announced that it is aiming for a five-fold increase in its European business over the next five years. It is also investing £1m in product development and is seeking up to 25 new marketers and product design specialists to support its plans.

It has appointed London-based brand consultancy Fresh to create a brand campaign for New Balance. There will be some advertising this year, but the main part of the activity, which will include a print and outdoor campaign, will break next year. In the past, New Balance has ignored traditional marketing techniques such as celebrity endorsement to focus on grassroots marketing.

New Balance general manager for Europe, Middle East and Africa Alistair Cameron says that the brand is keen to reinforce its position as the dominant brand in running and build on its position in the walking market. But he adds that New Balance is also relaunching its heritage shoe collections as lifestyle products.

New Balance will receive the Queen’s Award for Enterprise on July 9 as a reward for its commitment to manufacturing in the UK. The award allows it to use the phrase “Made in Britain” on its products.

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 3711 or email

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