Growth Through Gender Inclusivity

New Balance Athletics Inc. is putting a significant emphasis on its women’s business segment as a crucial aspect of its growth strategy. According to Melissa Worth, Senior Vice President for the Americas, the brand recognized the need to evolve from an older, predominantly male consumer base to attract a younger, more diverse audience, particularly women.

Pioneering Partnerships in Women’s Sports

The company’s rebranding efforts have led to intentional collaborations with prominent female athletes. Noteworthy partnerships include Olympians Gabby Thomas and Sydney McLaughlin, which facilitate a compelling narrative around the athletes’ journeys. Worth pointed out that these collaborations are designed to foster authentic connections rather than mere transactional relationships.

Driving Authentic Storytelling

“The partnership that we have with any one of our ambassadors, including our female athletes, really means it’s a set of shared values,” says Worth. This philosophy extends to initiatives that weave athletes’ personal stories into the fabric of the New Balance brand. One notable example is Coco Gauff, whose signature shoe campaign features a voice-over from her grandmother, highlighting the personal connections behind her success.

Furthermore, Gauff has engaged with underprivileged youth by visiting tennis courts in Atlanta, strengthening her narrative and enhancing the brand’s authenticity.

Understanding Athlete Passions

New Balance emphasizes understanding athletes’ personal passions as part of their storytelling strategy. For example, WNBA star Cameron Brink’s passions include mentorship and fashion, which the brand recently showcased during Paris Fashion Week. Worth explained that such initiatives resonate deeply with consumers, enhancing the overall brand experience.

Innovative Product Development

The brand’s commitment to catering specifically to women is reflected in its product designs and the range of sizes offered. New Balance has established a multisport research lab at its Boston headquarters where athletes can test products and provide feedback, ensuring a continuous cycle of improvement and performance enhancement.

Supporting Women Internally and Externally

In addition to product initiatives, New Balance is committed to empowering women within its workforce. The company supports its female employees through an internal resource group and collaborates with organizations like Women Unlimited Inc. (now AscentPoint Leadership). Through this partnership, New Balance aims to positively impact over 100,000 women in its supply chain by 2027, focusing on up-skilling and development.

The brand also engages in global efforts, partnering with the State Department’s Global Sports Mentoring Program.

Engaging with Gen Z

Worth highlighted that one-third of her team comprises Gen Z members who are seeking platforms to express themselves. She emphasized the importance of listening to this younger generation, which has provided valuable insights into fostering workplace culture and inclusivity.

Creating Conditions for Success

To ensure women thrive within the organization and do not leave their positions, it’s essential to offer flexible working conditions that balance career demands with personal responsibilities, such as childcare.

Worth reflects, “I would advise my 21-year-old self to be grateful for where I am and to embrace networking opportunities.”