A data profile of the people who buy, follow and care about New Balance in Brazil — modelled from more than twelve digital signal sources. New Balance has an estimated audience of 5,523,848 people in Brazil.
The average New Balance fan in Brazil is 34.6 years old, more male, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.
Top brand affinities include Betano, Puma, Footwear, with strongest over-indexing on Betano (1.56× the country average).
Demographically, the New Balance audience skews more male with an average age of 34.6, and over-indexes on personality traits such as Price Sensitivity, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical New Balance fan in Brazil is more male, around 34.6 years old, with strong Price Sensitivity tendencies and a notable affinity for Betano.
The key figures that characterise the New Balance profile in Brazil.
44.4% are female, 55.6% are male, average age 34.6.
| Metric | Value |
|---|---|
| Female | 44.4% |
| Male | 55.6% |
| Average age | 34.6 |
| Estimated audience size | 5,523,848 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 29% | |
| 20-29 | 25% | |
| 30-39 | 19% | |
| 40-49 | 15% | |
| 50+ | 12% |
of the worldwide New Balance audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 20.8% |
| Japan | 7.1% |
| Italy | 5.1% |
Where the New Balance audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | São Paulo | ~3M | 2.09× | |
| 02 | Rio Grande do Sul | ~600K | 1.87× | |
| 03 | Santa Catarina | ~400K | 1.58× | |
| 04 | Paraná | ~500K | 1.54× | |
| 05 | Federal District | ~100K | 1.50× | |
| 06 | Mato Grosso do Sul | ~100K | 1.30× | |
| 07 | Minas Gerais | ~700K | 1.27× | |
| 08 | Rio de Janeiro | ~600K | 1.24× | |
| 09 | Espírito Santo | ~100K | 1.11× | |
| 10 | Goiás | ~200K | 0.99× | |
| 11 | Amapá | ~20K | 0.85× | |
| 12 | Mato Grosso | ~80K | 0.84× | |
| 13 | Acre | ~10K | 0.83× | |
| 14 | Alagoas | ~60K | 0.82× | |
| 15 | Pernambuco | ~200K | 0.81× | |
| 16 | Tocantins | ~30K | 0.81× | |
| 17 | Roraima | ~10K | 0.80× | |
| 18 | Sergipe | ~40K | 0.76× | |
| 19 | Rondônia | ~30K | 0.76× | |
| 20 | Ceará | ~200K | 0.72× | |
| 21 | Paraíba | ~70K | 0.72× | |
| 22 | Amazonas | ~60K | 0.72× | |
| 23 | Bahia | ~200K | 0.70× | |
| 24 | Rio Grande do Norte | ~60K | 0.70× | |
| 25 | Piauí | ~50K | 0.64× | |
| 26 | Pará | ~100K | 0.60× | |
| 27 | Maranhão | ~70K | 0.57× |
The strongest cross-interests of the New Balance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Puma | Fashion & Accessoires | 4.86× | ||
| 02 | Under Armour | Fashion & Accessoires | 4.04× | ||
| 03 | Reebok | Fashion & Accessoires | 4.01× | ||
| 04 | Nike | Fashion & Accessoires | 2.47× | ||
| 05 | Anti-aging cream | Beauty & Wellness | 2.15× | ||
| 06 | Sportswear (activewear) | Fashion & Accessoires | 2.03× | ||
| 07 | Shorts | Fashion & Accessoires | 1.85× | ||
| 08 | Drop shipping | Shopping | 1.82× | ||
| 09 | Adidas | Fashion & Accessoires | 1.78× | ||
| 10 | Costume jewelry | Fashion & Accessoires | 1.75× | ||
| 11 | Footwear | Fashion & Accessoires | 1.74× | ||
| 12 | Self-confidence | Health | 1.69× | ||
| 13 | Blouse | Fashion & Accessoires | 1.64× | ||
| 14 | Arezzo | Travel & Leisure | 1.62× | ||
| 15 | Serie A | Sports | 1.60× | ||
| 16 | Vivara | Pets & Animals | 1.59× | ||
| 17 | Betano | Games | 1.56× | ||
| 18 | Riachuelo | Shopping | 1.52× | ||
| 19 | Premier League | Sports | 1.51× | ||
| 20 | Self-awareness | Health | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.44× | |
| Sustainability | BALANCE | 1.41× | |
| Luxury Orientation | PREMIUM | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.78× | |
| Tradition | CONSERVATISM | 0.79× | |
| Patriotism | CONSERVATISM | 0.91× |
New Balance's target market in Brazil covers an estimated 5,523,848 people, concentrated in São Paulo and Minas Gerais.
44.4% of the New Balance audience are female, 55.6% are male, with an average age of 34.6 years.
New Balance fans show strongest brand affinity for Betano (1.56×), Puma (4.86×), and Footwear (1.74×) over the country average.
New Balance fans in Brazil are most concentrated in São Paulo (reach ~3M), Minas Gerais (reach ~700K), and Rio de Janeiro (reach ~600K). These three regions account for the largest share of the active audience.
Beyond New Balance itself, the audience over-indexes on Puma (4.86×), Footwear (1.74×), Nike (2.47×), and Drop shipping (1.82×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for New Balance. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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