New Balance targets serious athletes by focusing on consistent performance and quality rather than celebrity endorsements or flashy marketing like its competitors Nike. It positions itself as an authentic brand for runners seeking the best affordable shoe. In contrast, Nike relies heavily on celebrity endorsements, commercials, and sponsoring sports teams to promote its products and brand image. Both companies target athletes and sports teams as their main consumers since they are more likely to purchase shoes designed for their sport. However, Nike invests much more in these marketing strategies compared to New Balance.

1. The difference between New Balance and Nike are its refer with their performance on their marketing.
New Balance targets the serious sports minded, selling consistency of performance. They try to give
customers the best affordable shoe for their activity, and they expect the customer to pay a fair price for
that service. In fact, Jim Davis thinks it borders on criminality to push a high priced cool style so hard that
some kid will shoot another to steal them. Consequently, New Balance has a distinctive marketing
strategy that provides the company with a unique way to differentiate itself from its competitors. Rather
than using celebrity endorsements like many of its counterparts, New Balance created the “Endorsed by
No One” campaign. This campaign reinforces the message that New Balance is an authentic, quality
brand that is focused on creating a reputation for itself rather than relying on celebrity athletes. By
investing its money in research, design, and domestic manufacturing instead of celebrity endorsements,
New Balance creates a product that can speak for itself. By positioning itself as a brand for performance
oriented runners, New Balance is trying to steer away from the stigma of being known as a fashion
oriented and celebrity worn brand like its largest competitors.
For the Nike, Nike rested completely upon a product image which is favorable and allowed it to develop
into one of the best multinational companies after a while. Nike’s favorable product icon has been kept
optimistic because of the strong relation with the company logo that is quite distinct and unique as well as
the product slogan that has been utilized in commercials for a long period of time.
The marketing strategy of Nike invests a lot in commercials and product promotion.
Sportsmen are the majority consumers of Nike’s products. This is extremely because of the usefulness
that goes along with the items. An athlete or sportspersons is more possible to choose shoe designed that
is marketed by Company more than an individual who hate sports as well as exercises.
Nike focused on these consumers by means of agreements between the Company and sports team, college
athletic for product support and sponsorship as well as eventual endorsement to the team members.
Through this, Nike is capable to reach an extensive number of consumers and clients who are likely to
purchase. Even if some are likely to purchase the products, Company pays particular emphatic
concentrating to the sportsmen more than some number individuals even if it also targets teenagers who
have hold the hip hop customs.
Nike Company’s lays a lot of strategies to aim their immediate users, athletes and all sportsmen. These
targeting techniques include product sponsorship by professional and well known athletic team, college
sports team as well as celebrity athletes.

2. This marketing strategy of Nike is particularly successful as of its capability to reach many athletes.
Once the sports team manager lay down a particular kind of track shoes manufactured by Nike, the
learner have no choice other than to purchase them as well as sports team can purchase the track shoes in
a large number and deliver them to the members of the team.