As brands gain and lose “coolness,” the fastest way for a brand to die is to be associated with young people’s parents. Converse were cool, then not, then cool again. Brands like Reebok and Fila used to be cool but aren’t anymore, etc.
Alienating old white people is the perfect move to make the brand desirable among their target market. Young people and minorities is where they make their money.
I bet they are laughing gleefully every time a 50-year-old white dude that was never to wear them again… That is exactly what they want. Becoming New Balance would be the death of them.
Alienating old white people is the perfect move to make the brand desirable among their target market. Young people and minorities is where they make their money.
I bet they are laughing gleefully every time a 50-year-old white dude that was never to wear them again… That is exactly what they want. Becoming New Balance would be the death of them.