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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

New Balance Athletic Shoe, Inc. Contacts

Contacts (5/48)
Name Title State
John W. Chief Financial Officer & Executive Vice President, Finance MA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (617) 783-4000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 20 Guest Street
Brighton Landing
Boston, MA

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
*** ******* ******** ****, ***. ****** ***** digital 2001 present
*** ******* ******** ****, ***. *** ****** ************** public relations 1999 present
*** ******* ******** ****, ***. ******** Digital 2006 present
*** ******* ******** ****, ***. ******** ****** **** creative 2006 present
*** ******* ******** ****, ***. *** ***** media buying & planning 2011 present

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TV, Digital Opps: New Balance drops creative AOR, review to come?

Subject: traditional, digital, print, social media

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

Opportunity: Ended its relationship with Arnold Worldwide, creative AOR for the past six years. NB head of corporate communications Amy Dow told AdWeek: “As a global brand, we are evaluating our future agency structure and reviewing our portfolio.” A spokesperson for the company added that it is looking to consolidate its roster of agencies, but declined to verify if it would launch a creative review.

So while a review is up in the air, 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. 

Currently, 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

new-balance-est-tv-spend-01-01-2015--12-31-2015 (1)

Media Spend: According to Kantar Media, New Balance spent $29 million on measured media through Q3 2015 – an increase from $25 million for the same period 2014. Most of this spend was allocated to broadcast ads, while the remainder was split between print and display ads. 


National TV Spend: ISpot reports that New Balance spent $7.5 million on national TV ads in 2015 – a 100% increase from 2014, as no ads were run that year. See charts for 2015 channel/show targeting. 


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

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

For 2014, the company ran 289 display and 278 high impact ads, but no video ads,  on 1,842 publishers (3% mobile; 72% placed site direct). Ad destinations in 2014 were consistent with 2015 sites. 

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

Christopher Ladd 
Executive Vice President, Consumer Experience & Demand Creation 
(617) 783-4000

Patrick Cassidy 
Director, Global Digital Brand Marketing
(617) 783-4000

Norma Delaney 
Head, Global Marketing – New Balance Women
(617) 783-4000