What New Balance Can Teach Every Business About Playing the Long Game in Marketing

If you’ve been anywhere near social media lately, you’ve probably noticed something strange — New Balance sneakers are cool again.

That’s right. The same white “dad shoes” once reserved for backyard barbecues and mowing the lawn have suddenly become a go-to for influencers, NBA players, and Gen Z fashion trends.

So what happened?

According to entrepreneur Alex Hormozi, the shift started when New Balance brought in a new Chief Marketing Officer after 15 years of declining sales. What the new CMO did next offers one of the best case studies in long-term marketing patience we’ve seen in years.

The Gutsy Move That Changed Everything

When the new marketing chief took over, 70% of New Balance’s ad budget was being spent on discounts, promotions, and “buy now” offers — traditional short-term sales tactics.

The remaining 30% went toward brand-building through influencers, sponsorships, and social campaigns.

The CMO made a radical decision: flip the ratio.

70% for brand-building, 30% for sales.

That meant investing heavily in image, awareness, and partnerships with people who could make the brand cool again — even if it didn’t drive immediate revenue.

And for the next 18 months, it didn’t.
Sales kept dropping. The board probably panicked. Most companies would’ve scrapped the plan within two months.

Then came month 19.

Everything turned around.

Sales skyrocketed. The brand was reborn.

Why It Worked

Branding takes time. You can’t rush it, automate it, or discount your way into it.

While sales-focused marketing gives you short bursts of revenue, brand marketing builds equity — the trust and recognition that fuels sustained growth.

It’s what we at Launching Pros call “digging the well before you’re thirsty.”

You have to invest before you see results — and that’s the hardest part for most business owners.

The CMO at New Balance understood something critical:

Cool happens on a delay.

By flipping the funnel — from the bottom (discounts) to the top (awareness and influence) — they were building credibility with a new generation of customers. And once that credibility clicked, the sales followed naturally.

What This Means for Your Business

Whether you’re a startup or a seasoned company, the lesson is the same:

1. Don’t mistake silence for failure. Some of your best marketing results are compounding quietly in the background.

2. Invest in your brand voice. Create content, tell your story, and show up consistently — even when it feels like no one’s listening.

3. Be patient with your strategy. Marketing momentum builds over time, not overnight.

If your business has been running the same playbook for years and you’re seeing diminishing returns, it might be time for your own flip — from transaction-focused to brand-focused.

Because while discounts might drive your next sale, brand will drive your next decade.

Final Thoughts

The New Balance story isn’t about sneakers — it’s about strategy. It’s about having the courage to stay the course when results don’t come right away.

As business owners, we can all take a lesson from that kind of patience. Because if you stick with the right strategy long enough, the results will show — sometimes all at once.

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