At the surface, New Balance seems an odd sponsor for a professional cycling team. Perhaps, the Running Warehouse blog is an unusual place to find a blog about a professional cycling team. That said, we’ve got these shoes in our warehouse and we are pumped for this year’s Tour de France.
With one of the younger stars of the peloton, Andrew Talansky, coming off of his win at Le Critérium du Dauphiné, the NB logo on the left breast of the team uniform is primed for some exposure in July’s Tour. The American’s rise to prominence is well timed for New Balance, a company that regularly boasts about the footwear that they create in American factories.
That said, sports sponsorship is a lot more than logo exposure. Ideal partnerships add value to the sports property beyond a check and the company gets to tell a story about how they help the team to glory beyond putting food on their table. So what is the story that New Balance is creating? New Balance makes shoes and apparel for several sports, but Cycling is not one of them and Team Garmin-Sharp already has an apparel sponsor in Castelli.
Officially, New Balance is the “exclusive off-bike footwear and athletic clothing supplier” to the team. They will provide shoes, like those above, as well as apparel for the team to wear when they aren’t tearing up the streets on their bikes on the pro tour. The argyle infused 890v4 has already graced podiums around the world and there is a good chance that the shoes will be leaving footprints on podiums in France. The team is certainly adorned in New Balance when they hit the gym or trails for cross-training. They did just that when some of the riders traveled to Boulder to run with New Balance’s Jenny Simpson, Emma Coburn and Anton Krupicka.