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New Balance is capitalizing on the retro sneaker trend to bring in the next generation of consumers, resulting in record third-quarter growth and momentum heading into the holidays.
The athletic footwear and apparel company is seeing web searches for its brand surge this year, according to New Balance CEO Joe Preston.
Retro and athletic styles are categories that exhibit robust performance.
New Balance's 990 shoe, released 40 years ago, remains among the brand's most searched-for items on its website.
Supplementing its running and lifestyle sneaker selection, New Balance is pushing further into performance athletic shoes by landing partnership deals with the likes of five-time NBA All-Star Kawhi Leonard, Tennis phenom Coco Gauff, and U.S. Olympic gold medalist Sydney McLaughlin.
Preston noted that their entry back into basketball with the signing of Kawhi Leonard around four years ago has given New Balance great energy in that category. He added that the energy transcends multiple categories.
The CEO added that the company's holiday shopping season sales were strong at the start across all of its channels.
In contrast, Amazon listed New Balance footwear and clothes as among its best-selling items over the Thanksgiving holiday.
