Challenge: New Balance, already strongly associated with a high quality running shoe heritage, was interested in understanding how to most effectively promote/launch its women’s apparel line.

Objective: To help New Balance more effectively reach the female audience and encourage purchases among the women’s new apparel line.

Solution: Exploratory work was conducted among female sports participants to understand key drivers in choosing sports apparel, sports apparel brand perceptions, New Balance’s perceived position within the sports marketplace, and expectations of a New Balance apparel line.

Result: Recommendations were made regarding product development, distribution and communications to ensure a successful launch of the new line. Today, New Balance is one of the top women’s sports apparel brands.