Transforming Tradition: New Balance's Resurgence

This chapter chronicles the journey of New Balance, a historic athletic footwear company, through challenges and strategic pivots to reclaim its market position. It highlights the influence of leadership changes, international growth, and adaptations during the COVID pandemic that led to a remarkable recovery. Additionally, the chapter discusses the importance of collaboration with athletes and maintaining corporate culture amid innovation, contrasting New Balance's approach with Hertz's struggles in reinvention.