NewBalance: Putting Fitness First

This case study features an innovative partnership in Australia between New Balance, the maker of athletic products, and Fitness First, the health club chain, whereby New Balance designed and developed a range of clothing for Fitness First personal trainers in Australia.

NewBalance: Putting Fitness First



For one minute try to imagine you were tasked with turning NewBalance into the ultimate sports brand for people that take fitness very seriously.

Which niche websites and magazines would you use? Would you advertise around running tracks? Sponsor something?

From what we have seen in other markets, this is unlikely to fundamentally change brand perceptions amongst an opinionated group of fitness-nuts as it would always be received as another advertising message.

Research told us that what a personal trainer wears disproportionately lifts the perceived credibility of that brand.

So we tasked ourselves...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands