Behind the Hype: How New Balance Turned the Dad Shoe Into a Streetwear Icon

By: Elina Chen, Account Supervisor

Almost 15 years ago, New Balance was best known for its iconic “dad shoes.” Middle-aged guys, like my dad, were always wearing them. But after a decade of transformation, the brand has become a streetwear icon that everyone wants to wear. 

Owning the “Dad Shoe” Identity

Chris Davis, CMO of New Balance, summed up the brand’s evolution perfectly with the 990 V5 tagline: “Worn by supermodels in London and dads in Ohio.” This duality is what makes New Balance special. As the Youth Sports Business Report noted, while Nike and Adidas were competing for celebrity athletes, New Balance focused on something money couldn’t buy — an authentic connection.

Athletes, Not Ads

That authenticity comes through the young athletes who represent New Balance, including Cooper Flagg, Coco Gauff, and Shohei Ohtani. Their influence helped the brand grow global revenue by 27%, from $6.5 billion in 2023 to $7.8 billion in 2024. Instead of spending 70% of its marketing budget on Google ads or paid posts, New Balance now invests in storytelling through campaigns like “We Got Now,” which focus on authenticity and real-world stories rather than polished ones. As Davis explained, the key is balance: “You can’t just post about Shohei every day. You have to let other stories shine.”

Playing the Long Game

A big reason behind this success is that New Balance is privately held. As Chairman Jim Davis said, “The best thing about being private is we can take a long-term vision and play the long game.” Without shareholder pressure, the company focuses on brand-building rather than short-term profit. Their business plans span six to ten years, prioritizing creativity, authenticity, and endurance.

From Collabs to Culture

New Balance has also mastered a culture of collaboration. Its partnerships with Joe Freshgoods, Salehe Bembury, and Aimé Leon Dore have become some of the most popular sneaker releases in recent years. At the same time, the good performance of their regular product shows that limited drops build hype while general releases drive consistent sales. The brand also knows how to tap into moments: when Shohei Ohtani hit “50/50”, where he became the first player with 50 home runs and 50 stolen bases, in September 2024, and New Balance dropped a commemorative shirt that sold out in hours.

Authenticity Wins

New Balance has always stood for independence. Its transformation shows how powerful it can be to evolve while staying true to your roots. By blending long-term vision, athlete storytelling, and cultural awareness, New Balance turned its humble dad shoes into a global fashion statement. It is still proving that in today’s PR world, authenticity never goes out of style.

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About the Author: Elina Chen

Elina Chen is a senior at Boston University studying public relations with a minor in statistics. As an account supervisor for PRLab, she oversees the Friendship Park account team. Passionate about the intersection of fashion, technology, and strategic communication, Elina has developed a strong interest in blending creativity with data-driven insights to shape storytelling.