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August 18, 2006

Brand Naming: New Balance Brings Back Zip

NB ZipNew Balance officially sneaks into the youth market with a new running shoe aimed at 12 to 24-year-olds.

The company is trying to appeal to the youth market with a pretty cool new line of sports footwear. The new brand name is called NB Zip.

New Balance has always shied away from trying to sell to kids since they have such a strong brand loyalty among older consumers. Those customers are uncomfortable with the Nike and Adidas brands but still want comfortable shoes (think college professors and Naomi Klein).

I wonder if New Balance remembers the Zips Sneaker by Stride Rite, aimed at pre-school kids? Zips were an 80's stalwart brand that were pretty breakthrough in kids’ marketing, but not really an ageless brand. They were cool on the playground but you never admitted to owning them, after you hit second grade.

Still, I think New Balance made a good move resurrecting "Zip" as part of this new brand name.

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Posted by William Lozito at August 18, 2006 8:19 AM
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3 Comments

While you're on the topic of sneakers, what do you think about Stephon Marbury(a NY Knicks bball player) endorsing CHEAP sneakers. Cheap as in $14.99--about 1/12th the price of Kobe sneakers and Michael Jordan sneakers.

I think it makes for great PR for him as a player not even taking into account the goodwill associated with caring for the poor.

Full story: http://sports.espn.go.com/nba/news/story?id=2551942

Zaid,

I think the $14.99 Stephon Marbury's Starbury One is a great idea.

Win-win for the kids who look up to him; good for Marbury's image.

This news beats reading about professional atheltes in trouble with the law.

I like to wear branded sports shoes...I found at Dick's Sporting Goods store many branded sports shoes at reasonable price...

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