New Balance’s secret for reaching youthful "gamechangers"

Stephen Whiteside

New Balance, the sportswear manufacturer, has adopted a nuanced strategy as it seeks to reach youthful "gamechangers" who have the power to influence broader perceptions of its brand.

Pat Cassidy is tasked with solving a significant marketing paradox.

The difficulty of his conundrum is illustrated, in part, by an unusual job title – or, more specifically, his position as Head/Global Gamechanger Consumer Group at New Balance, the Boston, Massachusetts-based manufacturer of athletic footwear and fitness apparel.

Further illumination comes with the understanding that these "gamechangers" all fall within the 14–24-year-old demographic. This audience is one of the three cohorts that New Balance is prioritizing, alongside "metropolitan consumers" (city-dwelling adults who are socially minded and digitally empowered) and "style seekers" (a high-fashion, hipster crowd).

The problem? On the one...

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