New Balance Athletic ShoeBy Larry Barrett | Posted 2003-11-01 Print
New Balance had nearly faded into irrelevance six years ago. Then, accurately forecasting demand for its shoes became a sport for the entire company and its retailing partners. Now it's making up ground quickly, in its footrace with Nike.Base Case"> New Balance Athletic Shoe Base Case
Headquarters: 20 Guest St., Boston, MA 02135
Phone: (617) 783-4000
Business: The second-largest maker of running shoes in the U.S. and third-largest maker of all types of athletic shoes of all types. Manufactures a wide range of shoes for male and female athletes, as well as Dunham boots, PF Flyers "casual footwear," athletic apparel and accessories.
Chief Information Officer: Elaine Ritchie, Director of Information Services
Financials: $1.3 billion in sales in 2002. Privately held.
Challenge: Maintain rapid growth and take more market share from top competitors Nike, Reebok and Adidaswithout disrupting manufacturing and warehouse operations.
sales force to 100%.
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