Executive Summary
📌 Key Takeaways
• New Balance transformed from anti-endorsement brand to signing presumed #1 NBA pick Cooper Flagg in strategic youth-first approach
• Revenue quadrupled from $1.8 billion (2010) to $7.8 billion (2024) following athlete-centric marketing pivot
• Sports categories grew 27% collectively from 2022-2024, coinciding with champion signings across multiple sports
• Brand targets 400 million consumers aged 13-34 through early talent identification rather than established stars
• Coco Gauff partnership since age 14 exemplifies long-term relationship building over quick wins
⚡ TLDR
• New Balance ditched “Endorsed by No One” for youth-first strategy
• Revenue growth directly tied to early athlete investments • Signing teenagers pays off when they become champions
Adaptation of Forbes – How New Balance Went From ‘Dad Shoe’ To Scoring The No. 1 NBA Draft Prospect
The Billion-Dollar Bet on Teenage Dreams
Everyone thinks sports marketing means chasing established superstars with massive contracts. New Balance discovered something different: the real gold lies in betting on teenagers before anyone else notices.
When Cooper Flagg was just 17, New Balance Chief Marketing Officer Chris Davis dropped a SLAM magazine onto his lieutenant’s desk with a simple directive: “Go get this guy.” The Maine teenager wasn’t just another prospect. He was the kind of generational talent that comes along once a decade, destined for the #1 NBA draft spot.
But here’s the twist. While Nike ($51 billion revenue) and Adidas ($26 billion) were playing the traditional game of outbidding each other for proven stars, New Balance found an edge that money couldn’t buy: authentic connection. Flagg grew up 25 miles from their Maine factory, shopping at their annual tent sales with his mom.
This wasn’t luck. This was strategy.
How New Balance Rewrote the Endorsement Playbook
Quick Take: The 119-year-old brand flipped from “Endorsed by No One” to targeting future stars before they peak.
The transformation didn’t happen overnight. In the 1990s, New Balance actually ran campaigns boasting they were “Endorsed by No One,” betting that athletes would choose their products based on quality alone. By 2010, their athlete roster had shrunk to just runners.
Then came the wake-up call. The brand realized they were missing 400 million consumers between ages 13-34 who lived at the intersection of sports and culture. The solution wasn’t bigger contracts for bigger names. It was identifying tomorrow’s champions today.
The numbers tell the story. New Balance shifted from spending 70% of marketing dollars on transaction-based tactics like Google ads to investing that same percentage in showcasing star athletes and cultural collaborations. The “We Got Now” campaign became their battle cry.
Key Evidence: Sports footwear segment grew 50% from $4.4 billion to $6.6 billion worldwide between 2022-2024, directly correlating with strategic athlete signings.
The Coco Gauff Blueprint: Why Age 14 Matters Most
Quick Take: Signing athletes as teenagers creates deeper relationships and authentic brand advocacy than late-career partnerships.
When New Balance signed Coco Gauff at 14, industry experts called it risky. Seven years later, with two Grand Slam titles under her belt, it looks like genius. “They took a chance on me before anyone else,” Gauff recently told Forbes. “I’m so grateful for our seven-year relationship and how much we’ve grown together.”
This wasn’t about immediate returns. This was about building something bigger than endorsement deals: genuine partnership. While competitors chase proven champions with eight-figure contracts, New Balance identified a different opportunity. Young athletes don’t just wear the brand; they grow up with it.
The strategy extends beyond tennis. Cameron Brink in basketball, Tyrese Maxey in the NBA, and now Cooper Flagg represent the same philosophy: find exceptional talent early, invest in their development, and build authentic relationships that transcend typical endorsement arrangements.
Key Evidence: The brand’s roster now includes presumed #1 NBA pick Cooper Flagg, three-time MVP Shohei Ohtani, two-time Grand Slam champion Coco Gauff, and NBA champions like Jamal Murray.
The Cultural Shift: From Product Quality to Brand Connection
Quick Take: Modern consumers, especially Gen Z, choose brands that align with their values and connect emotionally, not just functionally.
The old New Balance strategy assumed superior products would speak for themselves. The new reality? Product quality is table stakes. Cultural relevance is what drives purchase decisions.
Research firm Euromonitor shows Nike still dominates with nearly a third of the $50 billion U.S. retail sports footwear market. New Balance controls 5.6%. But market share tells only part of the story. The brand’s growth trajectory suggests they’ve found something more valuable than competing directly with giants: authentic differentiation.
Chris Davis, recently named the #2 most influential CMO in the world by Forbes, explains their holistic approach: “We don’t only judge effectiveness by how many basketball shoes we sell. We judge effectiveness by connecting with basketball culture across all categories.”
This philosophy transforms how youth sports business operates. Success isn’t measured in immediate sales but in long-term cultural integration. When basketball consumers buy more lifestyle products and apparel because of the Leonard or Flagg connection, that’s the real win.
Key Evidence: Overall company revenue more than quadrupled from 2010 levels, with sports categories showing 27% collective growth during the peak signing period of 2022-2024.
The Maine Advantage: Why Geography Matters in Global Sports
Quick Take: Local connections create competitive advantages that money cannot replicate in athlete recruitment.
When New Balance pitched Cooper Flagg at a Calabasas hotel, with other sneaker brands literally waiting outside, they led with something nobody else could offer: home. The presentation featured a tribute video shot at their Skowhegan factory, letting longtime Maine workers speak directly to their hometown prospect.
This local connection strategy reveals something profound about modern sports marketing. In an era of global brands and massive contracts, authentic regional ties still matter. Flagg didn’t just sign with New Balance; he came home to New Balance.
The approach challenges conventional wisdom about athlete recruitment. While competitors focus on bidding wars and celebrity endorsements, New Balance identified that emotional connection often trumps financial incentives, especially with young athletes who haven’t yet been exposed to the full machinery of professional sports marketing.
Geography isn’t just about location; it’s about identity. For brands willing to invest in authentic community connections, this creates sustainable competitive advantages that transcend individual contract negotiations.
What This Means for Youth Sports Business
The New Balance transformation offers three crucial lessons for anyone operating in youth sports business. These insights apply whether you’re running a local academy, managing athlete representation, or building sports technology platforms.
Start Easy: Identify exceptional young talent in your market before they become obvious choices. New Balance’s success with Gauff, Flagg, and others proves that early identification and relationship building creates advantages that money alone cannot buy later.
Think Bigger: Shift from transaction-based relationships to authentic partnerships. The brand’s evolution from “Endorsed by No One” to cultural relevance demonstrates that sustainable growth comes from genuine connection, not just contract terms.
Go Bold: Target the intersection of sports and culture rather than just athletic performance. New Balance’s focus on 13-34 year old consumers who value both athletic excellence and cultural relevance points toward the future of sports marketing.
Looking ahead, expect more brands to adopt this youth-first approach. As traditional endorsement deals become increasingly expensive and less effective with younger consumers, authentic relationship building will become the primary competitive advantage.
Here’s my prediction: By 2027, the most successful sports brands will be those that master early talent identification and authentic community connection, not those with the biggest marketing budgets.
