New Balance

During my internship at The Martin Group, an advertising agency in downtown Buffalo, New York, the interns were tasked with selecting a client of TMG and performing an opportunity analysis.

This project allowed for full creative freedom. I selected New Balance and conducted a competitor analysis focusing on their prominent points of difference that makes them unique amongst their competitors.

I proposed focusing on one of its "weaknesses" in the sneaker game. Although New Balance is not the most popular brand for athletes on the pitch, I suggested using this as a campaign idea. What shoes are the athletes showing up and leaving in? With New Balance's strong hold in lifestyle, I felt this angle on the brand would prove effective.

Additionally, I focused on the potential New Balance has with its purchased company of PF Flyers, which could prove a strong competitor of Converse with the right branding strategy.

The analysis was presented to senior leadership and received positive feedback.