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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 (5/49)
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
*** ******* ******** ****, ***. ******** ****** **** creative 2006 present
*** ******* ******** ****, ***. *** ***** media buying & planning 2011 present
*** ******* ******** ****, ***. ***, ***. Creative 2016 present

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Campaign Imminent: New Balance begins global creative review

Subject: traditional, digital, print, social media

Company: New Balance, the Boston-based athletic shoe manufacturer.

Opportunity: After parting ways with creative AOR Arnold earlier this year (more here), New Balance has launched a global creative review led by R3. While the bulk of the work will focus on the US, the company is looking to expand efforts globally. Not much else is known about the state of the review, but hopefully you engaged in time to pitch the business.

Sellers, a new creative team surely signals new campaigns later this year, so be sure you are securing revenue. Note that while NB increased both TV and display spend in 2015, 2016 has seen a decline in spend. However, this is likely due to the creative shift, so sellers should expect spend to return to normal levels by Q4 and beyond.

Additionally, media agency reviews usually follow creative (and vice versa), so keep NB on your radar for other reviews in the next year. Currently, PGR Media handles New Balance’s traditional and digital media planning and buying.

Additional Information

Media Spend: According to Kantar Media, New Balance spent $21.9 million on measured media in 2015. Most of this was allocated to broadcast ads, while print, display and out-of-home made up most of the remainder. 

National TV Spend: So far this year, iSpot reports that NB has spent only $116,000 on national TV ads. But NB has never spent much on national TV (same period 2015 was $233,000). Since plans are to increase US creative, though, this could change in the future. 

For 2016, the three TV spots were run on NBC Sports and CBS Sports during "Track and Field" and "MLL Lacrosse."

Digital Breakdown: Moat reports that New Balance has run 290 display ads on 742 publishers this year (5% mobile). Top ad destinations include,,, and (64% placed site direct versus programmatically). The company has also run 129 high impact and 13 video ads (90% of the video ads were placed site direct).

For the same period 2015, 257 display, 253 high impact and 18 video ads on almost 3,000 publishers (2% mobile; 69% site direct).

New Balance
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

Meg Johnson
Marketing Director, North America
(617) 783-4000