Source: NEW BALANCE SIGNS BOSTON CELTICS ROOKIE AARON NESMITH
New Balance has been active in adding sponsorships and endorsements. The brand has been signing athletes in basketball and soccer. They have also made it a point to lock up Boston College in a long-term deal. This is in contrast to what their immediate competition is doing. Under Armour and New Balance are about the same size in revenue. Both companies hover at 5 Billion dollars a year. Under Armour has been divesting itself of investments in colleges and they have been very measured in their signing of athletes. New Balance, who has been performing very well at retail and has gained considerable shelf space in FootLocker and other chains, is building their marketing strategy. Under Armour… is not. What does this mean?
It’s not a fair comparison. NB is a privately held company so information about revenue is difficult to come by. Under Armour is publicly traded, so failures and short comings are more visible. The interesting aspect here is that I’m comparing UA and NB when adidas is a more accurate comparison. New Balance’s signing of Harvey Elliott is a soccer play. The “Blackout Squad” is aimed directly at the success of the Three Stripes in soccer who had been making a ton of noise with Glitch and other campaigns the brand initiated three years ago in the U.S. by building pitches in key cities.
What do I think is the most important signing? The Boston College sponsorship. Not because of the money given to the programs, but because of the use of the Track@NB. I’ve discussed for a very long time that the brand making investments into grassroots and niche sports would benefit the most. The building of a NB owned track allows for content development and professional leagues for the niche sport of track and field which is about to explode as the Olympics draw near. If the track is utilized correctly, Boston College becomes the Hayward Field of the East Coast and we all know what derived from Hayward.
Check out the information on these signings below.
Aaron Nesmith
“I am incredibly excited to be joining the New Balance family, and especially for the opportunity to represent the hometown brand” said Nesmith. “New Balance is different in how they have approached basketball and I am excited to be a part of that and grow with them.”
Originally from Charleston, South Carolina, Nesmith was drafted by the Boston Celtics with the 14th pick in the first round of the 2020 NBA Draft. Praised as one of the best pure shooters in his draft class, Nesmith has been a key contributor off the bench for the Celtics in his rookie season.
Boston College
Boston College Athletics has entered a historic, 10-year agreement with Boston-based New Balance Athletics to become the Official Footwear and Apparel Provider for the Eagles. The deal will begin on June 1, 2021.
The partnership will grant several BC teams access to the new state-of-the-art TRACK@New Balance that is currently under construction. The new sports complex at Boston Landing will feature a 200-meter hydraulically banked track, seating for more than 5,000 spectators, and facilities for training, events, and recovery.
7th APRIL 2021 Liverpool FC’s rising star Harvey Elliott has signed a sponsorship deal with global sports leader New Balance.
Elliott at 18 years old, is one of England’s extraordinary talents, having broken several records since his arrival in top-flight football.
The talented teenager was Fulham FC’s youngest ever player, after making his senior debut aged just 15. Later that season, history was rewritten when he became the Premier League’s youngest debutant at just 16 years and 30 days.
The England youth international is also the youngest ever player to start a match for Liverpool FC. Harvey Elliott is currently enjoying a fine season on-loan in the Championship where he has racked up 10 assists in 35 league games for Blackburn Rovers.
Harvey Elliott on joining New Balance.
“Signing with New Balance is a massive step in my career. I’m pleased with my performances this season, but I’m also focused on working hard and taking my game to the next level. It feels good to be working with a global brand that wants to help me get there”.
Tuesday 30th March 2021 Today, New Balance and Asbury Park Football Club launched an exclusive collection for the brand’s 2020/21 “Blackout Squad” – a global collective of grassroots players that receive the latest football boot products from New Balance.
The new collaboration between the Tillies and New Balance Football originated from one common mission – to grow the game of modern football. Founded in 2014, New Jersey’s fabled club amassed a passionate group of supporters by tapping into global football fandom & culture.
“We’re delighted to be collaborating with New Balance, the brand has an incredible global appeal which can play a real part in growing participation in grassroots football. We’re extremely passionate about encouraging more young people to take to the field and believe partnering with the Blackout Squad can help bring those aspirations to life,” said co-founder Ian Perkins. “What he said,” added fellow co-founder Shawn Francis.
9th MARCH 2021 England international footballer and North London starlet Bukayo Saka is the newest addition to New Balance’s athlete roster.
Saka who won his first England cap in October 2020, has an incredible 18 assists and 10 senior goals, at just 19 years old, making him one of the game’s most exciting young talents.