Context

New Balance was a $3.5B global performance brand with strong heritage and awareness, but consumers did not clearly understand what it stood for. As the category became more culture- and identity-driven, this gap limited consideration and purchase intent.

Approach

I led the global repositioning by defining a clear North Star rooted in the brand’s founding independence and non-conformism. The direction was validated through research with more than 2,000 consumers globally. I authored New Balance’s first global brand vision and positioning framework and visual identity system, aligned leadership and regions around it, and translated the strategy into durable campaign platforms including “My Future Self” and “We Got Now,” which continues to anchor the brand today.

Results

The North Star became the foundation for a multi-year brand transformation. Brand consideration increased 28 percent, new consumer traffic grew more than 80 percent during key moments, and purchase intent rose more than 30 percent. Over the following years, the brand supported growth from approximately $3.5B to nearly $8B in revenue while strengthening cultural relevance and performance credibility.

Learnings

Clear positioning turns awareness into consideration. When a North Star is validated and applied consistently, growth compounds over time.

Agency Partner VML