New Balance Athletics, Inc. (NB), commonly referred to as just New Balance, is a leading globalmaker of athletic footwear and gear. Established in 1906 as the New Balance Arch Support Company, the worldwide firm is headquartered in Boston, Massachusetts.

In order to serve the European market, New Balance keeps manufacturing facilities in both the United States and the United Kingdom, where it creates some of its best-selling models. New Balance asserts that its technical features like heel counters, blended gel inserts, and a wider range of sizes-are what set their products apart, especially for extremely narrow or extremely wide widths. The privately held company's revenue in 2023 was $6.5 billion.

New Balance required a comprehensive update of their website to improve user experience, streamline operations, and expand reach. The project aimed to enhance the site's functionality with new features such as a store locator, event scheduling, and a pre-order system while ensuring it was optimized for multiple languages and regions.

We approached the project with a structured workflow, collaborating closely with New Balance stakeholders to ensure that all business requirements were met. A detailed discovery phase allowed us to define the objectives clearly, followed by a design process that emphasized both user experience and brand consistency. Throughout the development phase, we implemented custom features like Google Maps store integration, event booking capabilities, and a pre-order system. Rigorous testing ensured that the website was responsive across devices and stable under various conditions. Finally, we executed a phased rollout to ensure smooth transitions across different regions and languages.

Store Locator with Google Map Integration: A seamless way for users to locate New Balance stores globally.

Event Scheduling and Booking: A system enabling users to view and book Run-Club events directly on the website.

Product Pre-Order and Store Collection: A pre-order functionality that allows users to buy online and pick up in-store.

Community Blog: A platform for users to engage with the brand through discussions and blog posts.

Multi-country and Multi-language Support: The website was optimized for various regions and languages, including right-to-left languages like Arabic.

Responsive Design: Ensured the website worked flawlessly across devices, including desktop, tablet, and mobile.

In just 8 weeks, Gravity rolled out an completely new Runner events page along with multi city and language capability leading to significant uptick of visitor and registrations across the board. We also saw a massive footfall in number of sneaker pre-books' and people flocking the stores. In addition, the 'Runners Club' event was a massive success, all thanks to the new swanky website and interface.