August 18, 2006
Brand Naming: New Balance Brings Back Zip
New 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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