More Than Dad Shoes: A New Era for New Balance in Malaysia

For years, New Balance has carried the reputation of being a “dad shoe” brand. For those unaware, this stems from its iconic 990 series, launched in 1982, that featured a comfortable, practical design, which was seen as more functional than trendy, making them a popular choice among fathers.

In Malaysia, this perception, coupled with the increasing cost-consciousness of consumers and concerns over controversial materials used in making their sneakers, has made it difficult for the brand to stand out against dominant players like Nike and Adidas. But what if New Balance stopped trying to compete on the same turf and instead leaned into what makes it truly unique? Our team explored the possibilities—here’s what we found.

The Competitive Landscape

Nike and Adidas have long positioned themselves as motivators of peak performance and self-improvement. Their messaging revolves around innovation, aspiration, and being the best version of oneself. Their sneakers are stylish, trendsetting, and built with the latest technology—ultimately making them the go-to choice for athletes and streetwear enthusiasts alike.

Source: Nike and Adidas 

While these brands continue to dominate, there’s an opportunity for New Balance to carve out its own lane—one that resonates deeply with today’s consumers and their evolving priorities.

The Shift in Consumer Mindsets

Today's consumers are redefining how they approach fashion and functionality, and sneakers are at the heart of this shift.

Athleisure is no longer just a passing trend—it has become a way of life, and all signs point to it being here to stay. Sneakers have transcended their gym-only purpose and are now a staple for work, social outings, and even formal events like weddings.

At the same time, millennials and Gen Zs are prioritising comfort, versatility, and self-expression in their footwear choices. The rise of the ‘ugly’ shoe trend—where unconventional, comfort-first designs are embraced over traditional aesthetics—reflects this evolution. Consumers no longer want to choose between style and function; they expect both.

Additionally, with 75% of Malaysians adopting a more holistic approach to health and wellness post-pandemic, they are seeking products that align with their lifestyle priorities, from physical well-being to everyday convenience. This shift presents a unique opportunity for brands that can meet these evolving expectations.

New Balance’s Unique Opportunity

Instead of competing head-to-head with Nike and Adidas, New Balance can redefine what success looks like in the local sneaker industry. Here’s how:

1. Champion the Everyday People

   

   Not everyone is training for a marathon or trying to be the next big sports icon. Some people just want to feel good, move freely, and go about their day with ease. New Balance can position itself as the brand that doesn’t demand perfection but instead supports real, everyday moments. Whether you’re walking to work, chasing after your kids, dancing at a concert, or simply standing still, New Balance is there to ensure comfort without compromise.

2. It’s Giving BALANCED

   

   Today’s consumers want balance—not just in their sneakers but in their lives. New Balance can lean into its name and champion a lifestyle that merges comfort, functionality, and style. The messaging? New Balance isn’t about extremes—it’s about the perfect balance between work and play, movement and rest, style and substance.

3. Own Individuality Without the Hype

   

   While competitors push aspirational perfection, New Balance can celebrate individuality. Millennials and Gen Zs crave self-expression, and New Balance can empower them to embrace their own unique styles without sacrificing comfort. New Balance can make its mark as the brand that supports authentic self-expression.

4. Redefining Premium Comfort

   

   In a market where budget constraints are real, consumers are more selective about where they spend their money. By emphasising longevity, comfort, and versatility, New Balance can highlight that its sneakers are an investment—not just another trend. Positioning the brand as the ultimate ‘wear anywhere, anytime’ sneaker can help shift perceptions from “dad shoes” to everyday essentials.

    

The Path Forward

To truly capture the Malaysian market, New Balance needs to go beyond just making stylish sneakers—it needs to tell a story that resonates and create an emotional connection that competitors aren’t fully addressing. This isn’t about being the biggest or the fastest—it’s about being the most relatable.

Now is the time for New Balance to step out of the shadow of Nike and Adidas and carve its own unique path. In a world obsessed with doing more and being more, New Balance can be the brand that simply says: Be yourself. That’s enough.