After a series of relatively flat years, the New Balance group has reported an overall sales increase of 7.9 percent in 2010. Revenues reached a level of $1.78 billion, up from the $1.55 billion reported from 2006, $1.63 billion in 2007, $1.64 billion in 2008 and $1.65 billion in 2009. The turnover figure comprises direct sales and the sales of distributors, joint ventures and licensees for New Balance as well as Dunham, PF Flyers, Aravon, Warrior Lacrosse and Brine.
No indications were given about profitability or the factors of the new growth curve. The introduction of new sports marketing policies may have played a role. For example, the brand has just signed up as the official shoe and apparel sponsor of the Boston Red Sox. On the other hand, the group indicated that the number of employees was reduced last year to more than 3,900 from a previous 2009 level of more than 4,000.
Separately, New Balance got top marks among 15 different brands of sports and casual footwear for “EquiTrend Value” in this year's Harris Poll, which measures brand equity, behavior, advocay and trust as well as connection with consumers. Brand equity is calculated in terms of quality, familiarity and purchase consideration. Other good performers in the poll were Sperry Top-Sider, Nike and Asics, followed by Dexter, Adidas and Reebok.
Meanwhile Rob DeMartini, the president and chief executive of New Balance since 2007, has been named the “Most Playful CEO” in the U.S. The group bestowing this honor, Playworks, is a nonprofit organization that tries to promote learning by including play and physical activity in schools.
Playworks said that DeMartini has a reputation for leading by example, helping to get people moving throughout the community with various initiatives and actively participating himself as a runner, cyclist and skier. The group also noted that he the vice chairman of the board of KaBOOM!, a U.S. nonprofit that helps communities build playgrounds.
