March 23, 2000
March 23, 2000 - This Fall/Winter New Balance Athletic Shoe, Inc. will further diversify its basketball line with the introduction of the BB770. Following the all-new BB800 and BB600 (July intros), the 770 will be the third all-new shoe in the company's line of hoop shoes for 2000.
The BB770 falls under the company's "Attack" series, as the first shoe in a line designed specifically for guards and speed play. Influenced by running, this style has ABZORB® in the heel and forefoot for the utmost in cushioning, and an upper of mesh/synthetic for light (low?) weight and breathability. And, the solid rubber outsole with a herringbone pattern provides good grip and long-wear durability. Available in three widths up to size 16, the first color-way of the 770 (white/blue) will hit retail shelves in October, with the second color-way to follow in November.
New Balance sees a lot of potential in the basketball category, as there are only a few major players, mainly Nike and And1. "For the first time in almost two years, the category (industry) was up slightly in the fourth quarter of 1999. With this sign of stabilization and a strong (internal) focus on the category, we plan to be number three or four in the next few years," said Steven David, Product Manager, Cross-Training, Basketball, and Tennis. In addition to diversifying the product line-up, New Balance will also continue to support grassroots events such as Gus Macker Basketball Tournaments, David added.
As New Balance continues to grow so does the marketing effort behind the basketball category. New Balance will however, continue to remain true to its Endorsed by no one™ philosophy. In a market where product is often overshadowed by celebrity endorsers, New Balance stands apart, as a company who considers the heroes of the brand to be the products themselves.
