revamping the digital strategy to engage & inspire the next gen of athletes
new
balance
School Project
new balance
digital campaign
a deep understanding of consumer behavior
New Balance is a global athletic brand known for blending performance technology with timeless style. With a legacy rooted in craftsmanship and innovation, the brand has long been celebrated for comfort, durability, and function.
Today, New Balance is stepping forward to inspire a new generation — redefining what it means to move with purpose, style, and confidence.
YOUNG,
URBAN
BALANCE
campaign
Long recognized for performance and comfort, New Balance has also been labeled the "dad" brand due to its practical image. Now, the brand is transforming its identity to connect with a new wave of athletes and style-conscious consumers. Through a bold and dynamic digital media campaign, New Balance aims to showcase its blend of innovation, streetwear appeal, and performance. By spotlighting rising athletes, creative voices, and youth-led trends, the campaign seeks to redefine the brand as a symbol of ambition, style, and modern energy.
objective
To change New Balance's reputation from that of a "dad shoe" to one that appeals to the new generation of urban trendsetters and athletes by being bold, youthful, and stylish.
Innovation: To continuously innovate and integrate cutting-edge technologies that enhance the shopping experience and streamline operations for sellers.
digital
channel
performance
Instagram thrives on visually appealing content like lifestyle shots & influencer collaborations. Its discovery features, including the Explore page and targeted ads, effectively attract customers seeking inspiration and style.
New Balance creates quality content on TikTok, but the brand hasn't fully utilized TikTok's engagement potential. There is an opportunity here to build a community-focused vibe.
99.5K
Likes on top post
Discovery-driven reach via Explore & targeted ads
TikTok
2,375
Comments on viral post
Untapped community engagement potential
key insights
Customer Value Gaps
• "Dad shoes" perceived value vs. actual trendy, athletic performance footwear.
Channel Gaps
• Website/landing pages not tailored to Gen Z
• Not fully utilizing TikTok, X, Instagram capabilities
• Issues with post-purchase engagement
Competitive Advantages
• Visually appealing advertisement style
• Partnerships with athletes, designers, influential figures
• Strong reputation for functionality & durability
Micro-Conversion Opportunities
• SM Engagement: product demos, influencing content, company ads
• Influencers: brand attention, community redirects
• Direct Interaction: sponsored promotions, events, hashtags
digital campaign elements
Paid
Display Marketing Campaign
• YouTube, X, Instagram, TikTok, Google
• Target Audience: Gen Z
• Style: quick, energetic lifestyle shots, short-form video
• Links to tailored landing page (shop by style, figure, sport)
• Goals: rebrand awareness, value proposition, website traffic
Owned
Social Media Accounts
• Community Platforms: TikTok, X, Instagram
• Start conversations, showcase new products & athletes
• Make customers feel like VIPs with inside looks
• Goals: brand awareness, community building, loyalty
Earned
"Share your Style"
• Encourage customers to share NB moments via hashtag or video
• Best engagement / most votes wins NB discount or free shoes
• Goals: post-purchase engagement, customer content, word-of-mouth
key performance
indicators
(KPIs)
Measurable targets to track the success of New Balance's digital campaign across paid, owned, and earned media channels.
Click-Through Rate (CTR)
1.5%–2.5% social media; 3%–5% email CTR with personalized, compelling content.
Conversion Rate
2%–4% — measuring how effectively digital presence converts interest into actual sales.
Engagement Rate on Social Media
2%–4% from influencer campaigns; track via affiliate links or promo codes.
Influencer Impact
Track engagement, clicks & conversions via Upfluence, UTM parameters, and promo codes.
Customer Retention Rate
40%–60% in year one via CRM tools, loyalty programs, and targeted email campaigns.
Website Traffic
15%–25% growth in organic & paid traffic, with significant share from TikTok and Instagram.
thank you!
"Aren't NB shoes for dads?" → Not anymore!
This is a student project created for academic purposes and is not associated with or endorsed by New Balance.