Source: http://www.newbalance.com/otruska/?ICID=LSHUB_OTRUSKALS_S_H1_5803
The privately held New Balance has made no qualms at all about abandoning basketball to be number one in cleated sports. The brand has on its roster a host of professional baseball players and has invested heavily in branding in the sport. Their focus on cleats has enabled them to establish themselves as a major player in the niche area. This same strategy is being utilized to garner New Balance kit sponsorships in the international arena of soccer.
I’ve long said that smaller brands attempting to undercut adidas and Nike have to utilize a niche out strategy and New Balance is doing just that as they begin readying their World Cup campaign with this new Otruska Pack celebrating Russia. The Pack arrives with cleat and lifestyle options all featuring Engineered Mesh and the same Kinetic Stitch as the cleat. The outcome are a series of dope drops that highlight a seamless construction on the interior of the shoe which is important for soccer players:
