New Balance Launched Campaign Featuring Brattle Book Shop
The sneaker brand has highlighted the historic Boston shop to emphasize its local roots and company authenticity.
Updated on Sept. 25, 2026 in Marketing
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New Balance has launched a new global marketing campaign centered on the Boston-based Brattle Book Shop. The initiative features photographs and video of the bookstore owners wearing the brand's products to celebrate hometown connections.
Why it matters
The company aims to project a sense of authenticity to attract Gen Z consumers while highlighting its deep regional ties. By partnering with iconic local institutions, New Balance seeks to differentiate its brand identity in a competitive global market.
New Balance has achieved 180 percent sales growth since 2020 and opened 80 new storefronts in 2025. The company currently operates five factories throughout New England.
The players
New Balance
A global footwear and apparel manufacturer that has maintained its headquarters in Boston for over a century.
Brattle Book Shop
A historic Boston institution that has served the community for 201 years.
Ayo Edebiri
A Boston-born actor and comedian who was recently appointed as a brand ambassador for New Balance.
Jim Davis
The business leader who has served as the owner of New Balance since the 1970s.
VML
A global marketing and communications firm that partnered with New Balance to develop its recent branding strategy.
The details
New Balance partnered with the marketing firm VML to execute this branding strategy. The campaign aligns with the company's long-standing effort to emphasize its heritage, which includes a 120-year history and five factories in the New England area.
Timeline
1906: The company was founded.
2020: The start of the sales growth measurement period.
2025: New Balance opened 80 new storefronts.
September 2026: The global marketing campaign featuring the book shop was published.
Market Landscape
The current campaign extends the brand identity established by New Balance's 'Fearlessly Independent since 1906' slogan. This move strengthens the company's position against competitors by leaning into its unique regional manufacturing heritage.
Consumers can expect New Balance to continue pursuing collaborations with other prominent Boston businesses in the near future. This shift toward localized marketing emphasizes the brand's heritage, potentially influencing consumer loyalty and perception of the company's products.
The takeaway
Authenticity in branding often relies on leveraging long-standing local ties to build credibility with younger demographics. Consumers should watch for how legacy brands utilize regional history to maintain relevance in rapidly evolving retail markets.
Further reading
Learn more about the latest industry trends in the Boston Marketing section.
Source note: This article includes information reported by The Boston Globe.
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