New Balance Tone of Voice — Independent & Quality
Tagline: "Fearlessly Independent Since 1906"
Industry: Athletic Footwear
Sector: Fashion
How New Balance Communicates
New Balance wears its outsider status with pride. "Fearlessly Independent Since 1906" ties quality and heritage to a refusal to chase hype — authentic, understated, self-assured. The voice is independent-minded and steady, selling substance over cool.
Tone Words
New Balance's brand voice is defined by the following tone words: Independent, Quality, American.
Communication Style
- Language Style: Independent-minded
- Sentence Type: Statement
- Tense: Present
- Expression: Straightforward
New Balance Brand Story
Founded in 1906 in Boston by William J. Riley as the New Balance Arch Support Company. Still privately owned and manufactures in the USA and UK. Known for offering multiple widths. Rose to fashion prominence through collaborations and the 990 series adopted by dads and models alike.
Brand Message
Independently made for those who forge their own path
Brand Mission
Empower people through sport and craftsmanship while remaining true to our independent roots
Brand Positioning
Core Concept: Independent Excellence
Central Tension: Trend vs. Authenticity
About New Balance
New Balance Athletics, Inc. (NB), doing business as New Balance, is an American multinational footwear and apparel corporation. Based in Boston, Massachusetts, New Balance was founded in 1906 as the New Balance Arch Support Company. New Balance maintains a manufacturing presence in the United States, as well as in the United Kingdom for the European market, where it produces some of its popular models. New Balance claims to differentiate its products with technical features, such as blended gel inserts, heel counters and a greater selection of sizes, particularly for very narrow or very wide widths. The company is privately held and totaled $6.5 billion in revenue in 2023.
Frequently Asked Questions About New Balance
What is New Balance's tone of voice?
New Balance uses a independent, quality, american tone of voice. Their communication is independent-minded, typically using statement-style sentences in the present tense. Their tagline "Fearlessly Independent Since 1906" exemplifies this voice.
How does New Balance communicate with customers?
Founded in 1906 in Boston by William J. Riley as the New Balance Arch Support Company. Still privately owned and manufactures in the USA and UK. Known for offering multiple widths. Rose to fashion prominence through collaborations and the 990 series adopted by dads and models alike.
What is New Balance's brand message?
New Balance's core message: Independently made for those who forge their own path Their mission: Empower people through sport and craftsmanship while remaining true to our independent roots
What is New Balance's slogan?
New Balance's slogan is "Fearlessly Independent Since 1906". It carries their independent, quality, american voice.
What is New Balance's mission?
New Balance's mission: Empower people through sport and craftsmanship while remaining true to our independent roots
What makes New Balance's brand voice unique?
New Balance stands out through their independent, quality, american communication style. Their central brand tension, "Trend vs. Authenticity", shapes how they communicate across the Fashion sector.
What language style does New Balance use?
New Balance uses independent-minded language, with straightforward messaging, in statement-style sentences, using the present tense.
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