New Balance has recently spotlighted its deep Boston roots through a new marketing campaign that features local figures beyond the typical roster of athletes. The company enlisted Ken Gloss and Joyce Kosofsky, owners of the Brattle Book Shop—a historic bookstore in Boston operating for more than two centuries—as the faces of one of its latest collections.

According to Gloss, the invitation to participate came unexpectedly. While the Brattle Book Shop has appeared in notable films and gained attention on social media, becoming the centerpiece of a global shoe brand’s campaign was a surprising development. New Balance aims to differentiate itself by partnering with longstanding local institutions rather than solely relying on sports celebrities.

The campaign reflects New Balance’s effort to appeal to younger consumers, particularly Generation Z. Jeff McAdams, the company’s global marketing senior vice president, emphasized the importance of projecting "authenticity" in a market crowded with large conglomerates and conventional athlete endorsements. “It takes more than selling a comfortable shoe or sponsoring the biggest athletes,” McAdams said, noting that the brand has focused on defining its identity to resonate with consumers.

Gloss acknowledged that he and Kosofsky might not fit the typical demographic New Balance targets but suggested that this divergence was intentional. The campaign extends beyond traditional marketing by portraying New Balance as an integral part of Boston’s community fabric.

This recent initiative is part of a broader strategy to reinforce the company’s authenticity and local heritage. Alongside the Brattle Book Shop collaboration, New Balance has appointed Dorchester native and television personality Ayo Edebiri as a brand ambassador. These moves underline the brand’s commitment to highlighting Boston-area identities as key components of its narrative.

Over the past several years, New Balance has sought to clarify its image amid an evolving marketplace. McAdams noted the brand's ongoing effort to communicate clearly both who New Balance is as a company and what it represents to its customers.

By embracing local partnerships and figures, New Balance aims to maintain its distinctive position in the footwear industry while cultivating a connection with the city that helped shape its history.