Company Context:

Founded in Boston in 1906, New Balance is a global sportswear leader built on a legacy of craftsmanship, performance, and signature features like multiple-width sizing. The New Balance 740 Redesign Project builds directly on this heritage, updating the classic silhouette with modern styling, elevated comfort, and innovative details. By blending technical performance with contemporary design, the project reinforces New Balance's strong standing in both the lifestyle and performance athletic markets.

Target Market/Audience

The target market for the new version of the New Balance 740 includes Millennials and Generation Z
consumers, sneaker and streetwear enthusiasts, runners, walkers, recreational athletes, everyday
consumers, and style-conscious shoppers. This audience values a combination of comfort, performance, and
fashion, making the New Balance 740 well-positioned to appeal to individuals seeking versatile footwear for
both athletic and casual everyday wear.

Market Position

The new version of the New Balance 740 will be positioned in the mid- to premium-priced athletic footwear
market, with prices ranging from $100 to $150. Pricing will vary based on the materials, design features, color
options, and overall product quality. Premium materials and exclusive colorways will be offered at higher price
points, while standard models will remain more affordable within the product line.
The collection will be available in a wide variety of colors and in sizes for men, women, and children, making
it accessible to a broad customer base. The primary target market is middle-class and upper-middle-class
consumers who value comfort, durability, and style.
As a newly introduced model, the shoe will launch at a fixed introductory price to establish its value and
strengthen its position in the market. The New Balance 740 will distinguish itself from competing athletic shoes
by using high-quality materials, innovative design, and superior craftsmanship. With a strong emphasis on
comfort, durability, and performance, this model is designed to provide an exceptional experience for customers
of all ages.