New Balance SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 21150

SWOT Analysis of New Balance with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

New Balance

Parent company

New Balance Athletic Shoe, Inc. (NBAS)


Apparel and accessories


Lifestyle and Retail

Tagline/ slogan

Let’s make excellent happen


New Balance brand is known for its shoes which come in different varieties

New Balance STP


Sport enthusiast  men, women& childrenlooking for apparel and shoes

Target group

Young men women and kids from the upper middle class segment


Premium athletic footwear and apparel meeting the needs of the everyday athlete.

New Balance SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of New Balance :

1. New Balance shoes come in various sizes and length for different choices with customization

2. New Balance has many other sub brands dedicated for other sports  or other purposes.

3. The company has been a part of several philanthropic efforts since past many years

4. The company claims their shoe boxes are made of recycled paer and they use environment friendly procedures while making products

5. New balance has  sponsored teams and players in the Olympics, cricket, Australian Football League and NBA

6. The company has a century of expertise in the industry

7. Strong brand presence and marketing through online ads, ecommerce platforms etc

8. More than 5000+ people are employed with New Balance


1. New Balance has limited market share growth because of global competitors

2. Limited presence and marketing in emerging economies


1. New Balance is very well-known brand in US and can leverage that to grow worlwide
2. The company can diversify into making sports gear

3. High brand saliency and the positive affirmation from consumers has influenced demand in domestic market and the neighboring countries

4. Aggressive marketing and online presence can boost the business of New Balance


1.Other brands offer more styles and cuts

2.Similar products available in other brands thus switching cost is less

3. Threat from other leading competitors can reduce market share for New Balance

New Balance Competition


Below are the 12 main New Balance competitors :

1. Nike

2. Reebok

3. Adidas

4. Converse

5. Puma

6. Fila

7. Bata

8. Liberty Shoes

9. Under Armour

10. Umbro

11. Woodland

12. Asics

The brandguide table above concludes the New Balance SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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