COLLABORATION

Since more than ten years ago, well-known streetwear stores in the US like Kith, Bodega, and Concepts have been working on some outstanding sneaker projects with the company. They were all well-made sneakers that appealed to the same aesthetic and were wellreceived by the typical sneakerhead customer. While long-time collectors may have been waiting in line for those collaborations, attracting a new client wasn‘t as simple. The current collaboration strategy of New Balance seeks to address this problem by placing a greater focus on diverse storytelling that highlights each collaborator‘s distinctive viewpoints. It‘s more about using sneakers as a platform to communicate these tales than it is about the shoe itself.

They determined that collaborators shouldn’t just translate a singular theme to a sneaker and add some interesting color choices. Everything from the product to the marketing campaigns needed to feel tailored to them.

Larger companies like Nike and Adidas have found great success with the strategy of giving their partners more freedom. Now that it was being done, New Balance was doing it in its own unique manner by utilizing obscure brands and creators that larger audiences might not be familiar with. Additionally, the product line expanded, providing everything from retro basketball sneakers to techy 2000s runners, making it easier to compete with some of its rivals‘ product lines.

With a dedicated internal team in place, Joe Grondin, who set their new strategy in motion began to build his network of collaborators, a who’s who of modern street culture including names like Aimé Leon Dore, Joe Freshgoods, and Salehe Bembury.

Joe Freshgoods is one of the easiest people to deal with and recognizes the value of his community. Usually having a vision for the rollout and concept before he even knows what type of sneaker he‘ll be working on. Bembury is an experimental marketing genius. And Teddy Santis by Aimé Leon Dore, pays attention to even the backgrounds of his lookbooks.

With his campaigns that directly reference his Chicago upbringing and emphasize the Black experience in ways consumers aren‘t used to seeing from major brands, Chicago-based streetwear designer Joe Freshgoods introduced his own energy to New Balance. When it made its debut in February 2020, his ”No Emotions Are Emotions“ 992, a vivid red and pink colorway inspired by the human heart, stood out in contrast to the more subdued color scheme typically associated with New Balance shoes. However, the project‘s success extended beyond how the sneakers were made.

Despite the obvious success of his 992 release, there were still some detractors. New Balance purists docked it some points for being created using New Balance’s NB1 custom program. To them, it wasn’t a true collaboration. It was a critique that he took to heart.

But for Joe Freshgoods, engaging tales are more significant than whether or not his sneakers are well-received by collectors or sell out at a pop-up. His ”Outside Clothes“ 990v3 ad featured images of families relaxing on porches, young women playing double Dutch in the street, and uncles grilling in the backyard to depict a summer afternoon in Chicago. His ”Inside Voices“ 9060 release from earlier this year focused on the household, a distinct part of the Black family, and referenced relatable details found in Black homes, such as grandma making Sunday breakfast or making sure to take your shoes off at the front door.

Joe Freshgoods‘ opinion is echoed by American footwear designer Salehe Bembury. Bembury, a prolific repeat collaborator in his own right, has created a universe influenced by nature, beginning in 2020 with his orange ”Peace Be the Journey“ 2002R. The 574 Yurt, a practical take on the 574 with a working whistle installed on the heel, has been the most inventive version. Customers are eager to see Bembury‘s next creation because nothing else from New Balance appears quite like his.

Santis, Joe Freshgoods, and Bembury are prime examples of New Balance allowing its new partners to showcase 100 percent of themselves with their products. The brand isn’t just letting them tinker with color and material placement. They’ve each been able to build their own world and invite customers into it.

The energy surrounding the brand has allowed New Balance to keep growing its roster of designers, which means more unique stories.

There is no sign that the company is dumping its long-time partners, but the enthusiasm for these new initiatives has already shown to be highly effective. Even the brand‘s internal product has been influenced by it.

In the big picture, New Balance‘s primary revenue sources are not these limited lifestyle partnerships and highenergy in-line drops. But they still have a very positive impact on the company‘s image. New Balance has risen to the top three brands in large box retailers over the past few years.

Although the company will probably go through some growing pains. What New Balance is doing at the moment involves more than just developing overly advertised goods that command high prices on the secondary market. It‘s a lasting solution.

Photo credit: COMPLEX

Text source: COMPLEX