New Balance has a new global ambassador in global superstar Rosalía.

Now, the Boston-based brand is showing its hand by not only formally unveiling the sneaker, but doing so while introducing ...

Marketing and messaging, which has tended to emphasize top-of-the pyramid aspirational goals and status-seeking, must be rebalanced to address basic human needs for connection, security and stability.

It seems that New Balance’s marketing strategy over the last year has proven successful. The brand noted it has 350 ambassadors globally and when it came to those who purchased through its ...

Joe Preston discusses how New Balance has moved on from the 2016 Trump controversy and his strategy to appeal to new customers.

Patrick Cassidy, global digital brand marketing director for New Balance, talks about its work to challenge mega competitors Nike, Adidas and Under Armour.

New Balance’s choice of low-key Kawhi Leonard as a spokesperson was a carefully planned strategy as the company looked to re-enter the athlete sponsorship space.

Joe Preston, CEO and President of New Balance, isn't resting on the brand's laurels and the success from the multi-year highs of demand for retro kicks.

Why New Balance pivoted from video to playables to break into new markets A campaign from the 113-year-old company that focused on elusive regions like China drove a nearly 19% brand lift.

Joe Preston discusses how New Balance has moved on from the 2016 Trump controversy and his strategy to appeal to new customers.

Joe Preston discusses how New Balance has moved on from the 2016 Trump controversy and his strategy to appeal to new customers.