September 15, 2026: Long before New Balance became one of the biggest names in today’s sneaker and fashion world, the brand was already taking a very different approach to advertising. One vintage campaign made its manufacturing philosophy the centerpiece of the message, with the bold headline, “Our Competition Has It Made. We Make It Ourselves.”
HOLR breaks down the story here.
New Balance Took a Different Approach
The vintage advertisement pictured above is a classic example of New Balance’s straightforward approach to marketing. Instead of relying on a celebrity endorsement or an elaborate lifestyle campaign, the company put the sneaker itself front and center.
The message was simple: New Balance wanted consumers to think about how their shoes were made.
The advertisement explained that many athletic shoe companies purchased footwear from factories in different parts of the world, while New Balance emphasized its own manufacturing process and facilities.
That focus on craftsmanship became an important part of the brand’s identity.
New Balance’s advertising history has long included campaigns that highlight the company’s manufacturing, materials, technology, and attention to detail rather than simply selling a particular trend.
“We Make It Ourselves”
The headline remains the most memorable part of the advertisement.
“Our Competition Has It Made. We Make It Ourselves.”
It was a clever play on the phrase “have it made.” More importantly, it communicated a clear point of difference between New Balance and competitors.
The advertisement essentially challenged consumers to think beyond the finished sneaker and consider what happened before the shoe reached a store.
That strategy helped New Balance establish a reputation around manufacturing and craftsmanship that continues to influence how the company presents itself today.
Image Credit: gqiutila
Why Manufacturing Became Part of the Brand
For many sneaker companies, manufacturing is something that happens behind the scenes.
New Balance took a different route.
The company made production part of its marketing story, particularly through its Made in USA and Made in UK products. New Balance’s approach to domestic manufacturing has been highlighted as an important part of the company’s identity, with the brand maintaining manufacturing operations in the United States while many competitors increasingly relied on overseas production.
That distinction became particularly useful as consumers began paying more attention to craftsmanship, materials, and where products were made.
A Sneaker Ad Without the Celebrity Hype
What’s especially interesting about the vintage advertisement is what it doesn’t feature.
There is no famous athlete dominating the image. There is no celebrity wearing the sneaker. Instead, the advertisement gives almost all of the attention to the product and the manufacturing story behind it.
That approach fits with New Balance’s historical “Endorsed by No One” philosophy, which emphasized the product, research, and innovation rather than celebrity endorsement.
Today, celebrity collaborations and influencer campaigns are a major part of sneaker culture. Looking back at advertisements like this one shows how differently brands once communicated value.
The Sneaker at the Center of the Ad
The gray New Balance sneaker featured in the advertisement is presented almost like a product blueprint.
The photograph shows the shoe alongside manufacturing-related details, reinforcing the idea that the construction of the sneaker matters just as much as its appearance.
The ad’s copy also discusses the materials and production process, encouraging consumers to see the sneaker as a carefully engineered athletic product rather than simply another pair of shoes.
That product-first mentality would become an important part of New Balance’s long-term positioning.
New Balance’s Advertising Has Always Had Personality
Although the advertisement is very different from today’s social media campaigns, its tone is surprisingly recognizable.
New Balance has historically used confident, sometimes humorous advertising to explain why its products are different.
Its archives include memorable campaigns surrounding models such as the 990, including the famous early advertising language that positioned the sneaker as a premium product built without compromising on quality.
The company also famously promoted the 990 with the idea that the shoe was worth its high price because of the technology and effort invested in making it.
This created a consistent advertising philosophy: tell consumers what makes the product different, then let the product speak for itself.
Image Credit: ebay
Why This Vintage Ad Still Feels Relevant
The advertisement may be decades old, but its message feels surprisingly relevant in today’s fashion industry.
Consumers now frequently want to know where their clothing and footwear are manufactured, what materials are being used, and how products are made.
Terms such as “Made in USA,” “Made in Italy,” and “Made in Japan” can influence how consumers perceive quality and value.
New Balance recognized the marketing power of that information early on.
Instead of hiding manufacturing behind the brand, the company turned production into part of the brand story.
From Running Shoes to Fashion Favorite
New Balance’s evolution makes the vintage advertisement even more interesting.
The company was historically associated primarily with running and performance footwear. Today, New Balance sneakers have become a major part of everyday fashion, street style and celebrity wardrobes.
Models such as the 990 series have developed a following well beyond the running community, while newer silhouettes have helped the brand appeal to younger fashion consumers.
Yet the underlying message remains familiar: quality, comfort and thoughtful construction matter.
The vintage advertisement shows that this wasn’t a completely new idea for New Balance. It was part of the company’s identity decades ago.
The Power of an Old-School Advertising Idea
In an era when brands can spend millions on celebrity campaigns, viral videos and social media partnerships, this New Balance advertisement offers a reminder that a strong advertising idea doesn’t necessarily need to be complicated.
The campaign took one thing the company believed made it different—how it made its shoes—and turned that into the headline.
That straightforward approach helped New Balance stand apart from competitors and contributed to the distinctive identity the company continues to carry today.
HOLR has the latest fashion stories, sneaker trends, and nostalgic advertising campaigns worth revisiting.
FAQs
What is the New Balance advertisement in the image?
It is a vintage New Balance print advertisement centered on the company’s manufacturing philosophy and product quality.
What does “Our Competition Has It Made. We Make It Ourselves” mean?
The headline highlights New Balance’s emphasis on controlling its own manufacturing and making quality a key part of its brand identity.
When was the New Balance campaign created?
The campaign dates to the late 1980s, with examples of the advertisement identified as 1988.
Why is New Balance known for manufacturing?
New Balance has historically emphasized domestic manufacturing and craftsmanship, particularly through its Made in USA and Made in UK products.
Why is this vintage New Balance ad still relevant?
Its focus on craftsmanship, manufacturing and product quality connects with today’s consumers, who increasingly care about how and where fashion products are made.
Published by HOLR Magazine