[News Space=Reporter seungwon lee] New Balance has joined the ranks of brands that have achieved '1 trillion won in sales' as a single domestic fashion brand, and is now competing for the top spot along with Nike, Adidas, The North Face, and Uniqlo, who are already in the 1 trillion won club.

Nike, the top sports brand in Korea, is estimated to have sales of around 2 trillion won this year.

E-Land World (CEO Dong-ju Cho) announced on the 24th that its global sports brand New Balance has surpassed 1 trillion won in domestic sales this year. In 2008, the first year that E-Land took over New Balance’s domestic operations, sales were 25 billion won. Since then, it has grown 40-fold in just 16 years, entering the 1 trillion club as a single brand.

E-Land has continued to grow by adding clothing planning capabilities that reflect domestic customer tastes based on New Balance's sports heritage.

In particular, the 'New Balance Women' line, which started in 2016 with Yuna Kim as its ambassador, entered the market with a differentiated image that emphasized balance and curves, and achieved great success in expanding the female customer base. 

'New Balance Women' has become the brand's main growth engine through product development that reflects the tastes of domestic women. 

For example, 'Yeon-a Down', which was released in 2016, recorded sales of over 100,000 units. Since then, the company has continued to grow steadily by improving its winter down jackets every year based on analysis of the thickness, length, fit, and color preferred by female customers.

This year, we continued to develop products that reflect the tastes of segmented customers, such as introducing new products with a 'glossy' color that has a subtle sheen, and received a good response.

We have also consistently carried out sports campaigns that embody the brand philosophy that allows one to feel the status of a global sports brand.

New Balance is actively expanding the base of running culture by operating a running crew called 'NBRC (Newbalance Run Club)' in which anyone who enjoys running can participate, and by holding 'Run Your Way' marathon events and campaigns that respect various running styles of individuals.

An official from E-Land New Balance said, “New Balance plans products and carries out campaigns to help customers have a healthy experience, and has grown into a 1 trillion won brand this year,” adding, “We will continue to introduce products and content that domestic customers can relate to.”