A huge athletic brand is building a threat to Lululemon

New balance women

New Balance wants a share of the athleisure market.

The brand is launching a new line, according to a press release.

New Balance is also planning to mail a catalogue to more than one million US women.

“NB Women represents our commitment to place the athletic female at the center of everything we do — we are 100% inspired by her and 100% in service to her,” Norma Delaney, Head of Global Marketing for NB Women, said in the release.

The athleisure sector is an incredibly competitive department, and right now, Lululemon is on top.

Under Armour has been a strong competitor for some time with its female-friendly ad campaigns starring Misty Copeland. Victoria’s Secret has its highly profitable Sport line. Even
Dick’s Sporting Goods launched a label in attempt to compete with Lululemon’ stronghold on the market.

But New Balance is investing heavily in this market.

A new multi-million dollar campaign specifically targeting female customers will launch on September 8th.

New balance women

Earlier this year, New Balance launched its massive, first ever global marketing push, “Always in Beta,” as an attempt to show how New Balance is both tech savvy and a choice for top-tier athletes.

And it looks like New Balance shows no signs of stopping.

New Balance is growing rapidly — even faster than Nike. New Balance’s annual revenue has grown 15% on average over the last five years, while Nike’s has only grown by about 10%, Bloomberg reported earlier this summer.

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