The most notable aspect of this new “ad” is New Balance did not host “The Return” on their NB YouTube channel. The video surfaced on a newly created “Klaw” YouTube page where it’s the only video on the recently launched channel.
With athletes launching media companies, does this signify the start of athlete driven media campaigns where the performance of their signature models is supported via their own creation of content and ad imagery?
The Kawhi 4 released in April of 2024, but Kawhi went down with an injury after producing one of his best seasons in years. As New Balance’s flagship basketball athlete Kawhi’s time in Los Angeles has been underwhelming.
Using third-party data, the footwear from New Balance and Kawhi has followed suit (StockX and eBay data on the keyword Kawhi pictured above). Basketball sales are seasonal, and New Balance faces the difficult market issue of being absent in the spring and summer hoops circuit, but New Balance as a brand has elevated over the years. Brand partners like Aime Leon Dore and Joe FreshGoods, along with incredible running shoes have allowed NB to reach new heights.
Which delivers the paradox of athlete as influencer in a rapidly changing media world where the sneaker industry is attempting to understand the value of the athlete vs entertainers and designers. Kawhi has a fractured legacy, but he has an NBA championship in New Balance kicks. While this was once a golden opportunity for a brand to capitalize, it doesn’t hold quite the same power as it did when Jordan led the Bulls to their “Three-Peats”.
The Return is about as exciting as Kawhi and at a time when the NBA’s viewership is diminishing, is New Balance right to lay the marketing work at the foot of their marquee NBA athlete? When considering how basketball footwear is no longer the energy behind sneaker sales and the category is primarily performance and season driven, and Kawhi hasn’t been on the court since last season, this video allows for a quiet reentrance into a very muddled sport and market.
What do you think of Kawhi’s The Return?
