Today, the average consumer isn’t average at all. They have high demands—for 24/7 service, customization at their fingertips, sustainable manufacturing, and the best deal without having to shop around. And for the independent athlete, with peak performance in mind, those expectations are even higher. So, in the midst of a global health crisis, rapid technology innovation, and fierce competition, New Balance knew that they needed to up their digital game.
With more than 100 years of iconic products and brand stories behind them, New Balance wanted to not only elevate the athlete experience but challenge themselves to build new agile ways of working, connecting multidisciplinary teams across the globe to deliver not just technology but business outcomes. To do so, they engaged Deloitte Digital. And together, we worked to imagine, deliver, and run a future-proof digital business that is now more fearlessly independent than ever before.
Deloitte Digital collaborated with New Balance leadership to rally the team’s energy around digital, starting with defining the brand’s digital ambition. The first lap? Creating an enhanced digital experience that centered New Balance athletes and translated the service quality they have come to expect in-store to the virtual world.
Beyond service, the new digital flagship at newbalance.com—the brand’s largest store—merges content with commerce. From personalized shopping and a new custom running shoe finder to behind-the-brand storytelling, the new flagship elevates the customer experience to something bigger than sneakers.
After a successful launch in Canada, the Deloitte Digital and New Balance team launched in the US ahead of the holiday shopping season. Independent athletes can now browse the New Balance product assortment, purchase exclusive collaborations with ease, and learn about the exclusive Made in the US and UK collection, all at a site speed that’s now 35% faster.
The best part? Together, we were able to level-up the New Balance team to walk their own path, delivering the future global roll-out on their own. Now on to the next race…
Damien Leigh, SVP Direct to Consumer, New Balance