Case Study: New Balance achieves elevated visibility for under-the-radar athletes with Skyword

For New Balance, it’s not about selling sneakers — it’s about inspiring athletes everywhere to reach their goals

New Balance sponsors more athletes than any other sports apparel brand, but many of those athletes remain under the radar. The company needed a way to showcase their stories and connect with customers beyond traditional product messaging.

New Balance implemented a long-term content program of journalistic-style profiles that highlight athletes’ backstories, training, setbacks and successes. The series raised visibility for overlooked athletes, humanized the brand, strengthened relationships with its team of pros and inspired customers—shifting the focus from selling sneakers to storytelling-driven engagement.

New Balance