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New Balance Athletic Shoe, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




New Balance Athletic Shoe, Inc., headquartered in Boston, MA is a manufacturer of performance footwear and athletic apparel for women, men, and children. The company offers fitness apparel and kids' shoes.

Main Telephone (617) 783-4000
Main Fax (617) 787-9355
Primary Address
20 Guest Street
Brighton Landing
Boston, MA 02135
USA

New Balance Athletic Shoe, Inc. Contacts

Contacts (5/50)
Name Title State
John W. Chief Financial Officer & Executive Vice President, Finance MA
Sample of Associated Brands
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Email: *****@*******.***
Main Phone: (617) 783-4000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 20 Guest Street
Brighton Landing
Boston, MA
02135
USA

Rob D. Chief Executive Officer MA
John W. Executive Vice President, Manufacturing MA
Joe P. Executive Vice President, Global Footwear, Product & Marketing MA
Alan H. Executive Vice President, International MA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
New Balance Athletic Shoe, Inc. *******

Agency Relationships


Brand Agency Service From To
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*** ******* ******** ****, ***. *** ****** ************** public relations 1999 present
*** ******* ******** ****, ***. ******** Digital 2006 present
*** ******* ******** ****, ***. ******** ****** **** creative 2006 present
*** ******* ******** ****, ***. *** ***** media buying & planning 2011 present

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WinmoEdge

H2 Media Opps: New Balance debuts first work after cutting ties with Arnold last month


Subject: traditional, digital, print, social media

Company: Winmo), the Boston-based athletic shoe manufacturer.

Opportunity: After BMB, a shop New Balance added to its roster last year. When New Balance announced last month that Arnold would no longer be its creative AOR, the company declined to say if it was launching a creative review, opting instead to say it was “evaluating agency roster and reviewing portfolio.”  Therefore, there’s no word about whether BMB will become global AOR, or if the company is still “reviewing.” 

Agency readers with the resources to handle this account should start making introductions. You should also note that Arnold was originally hired, in large part, because of NB CEO Robert DeMartini's relationship with Arnold, so any connections you can exploit here may be advantageous.

PGR Media handles New Balance's traditional and digital media planning and buying. NB has increased both TV and display spend in 2015, so sellers should definitely reach out in both areas this year, especially if (when) a new creative shop is appointed to launch a new campaign. 

Additional Information

Media Spend: According to Kantar Media, New Balance spent $18.8 million on measured media in 2015 – an increase from $13 million in 2014. Most of this spend was allocated to broadcast ads, while the remainder was split between print and display ads. 

National TV Spend: 

Note that for 2015, New Balance fell just outside the top five SOV, with 3.5% (No. 6). 

So far in 2016, the brand has spent only $116,000 on national TV ads (compared to $53,000 for the same period last year), but sellers should note that 2015′s ads did not appear until July (and hit the highest buys in Sept/Oct). For 2016, two spots have run on NBC Sports during “Track and Field.”

Digital Breakdown: For 2015, New Balance ran 457 display ads on 3,456 publishers (2% mobile). Top ad destinations included eastbay.com, runnersworld.com, active.com, thepostgame.com and eteamz.com (76% placed site direct versus programmatic), according to Moat. The company also ran 381 high impact and 21 video ads last year.

For 2016, New Balance has run 170 display ads on 370 publishers (5% mobile). Top ad destinations this year have included: active.com, eastbay.com, shopstyle.com and songlyrics.com (77% placed site direct). New Balance has also run 53 high impact ads (mostly standard) and four video ads on publishers such as Runner’s World, ShopStyle and Running Times.

Winmo
20 Guest St.
Brighton Landing
Boston, MA 02135
(617) 783-4000

Christopher Ladd 
Executive Vice President, Consumer Experience & Demand Creation 
(617) 783-4000
christopher.ladd@newbalance.com

Patrick Cassidy 
Director, Global Digital Brand Marketing
(617) 783-4000
patrick.cassidy@newbalance.com