New Balance Target Market in Germany
A data profile of the people who buy, follow and care about New Balance in Germany — modelled from more than twelve digital signal sources. New Balance has an estimated audience of 5,273,717 people in Germany.
The average New Balance fan in Germany is 33.4 years old, balanced, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Sports, Sports equipment, Sneakers (footwear), with strongest over-indexing on Sports (1.59× the country average).
Demographically, the New Balance audience skews balanced with an average age of 33.4, and over-indexes on personality traits such as Early Adopter Mentality, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical New Balance fan in Germany is balanced, around 33.4 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Sports.
At a glance
The key figures that characterise the New Balance profile in Germany.
Search interest · 12-month trend
Customer demographics of New Balance
47.8% are female, 52.2% are male, average age 33.4.
Gender split
| Metric | Value |
|---|---|
| Female | 47.8% |
| Male | 52.2% |
| Average age | 33.4 |
| Estimated audience size | 5,273,717 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 33% | |
| 20-29 | 24% | |
| 30-39 | 19% | |
| 40-49 | 14% | |
| 50+ | 10% |
Worldwide distribution
of the worldwide New Balance audience comes from Germany.
| Country | Share |
|---|---|
| United States | 20.8% |
| Japan | 7.1% |
| Italy | 5.1% |
Geography
Where the New Balance audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Berlin | ~300K | 1.27× | |
| 02 | Hamburg | ~200K | 1.25× | |
| 03 | Nordrhein-Westfalen | ~1.5M | 1.19× | |
| 04 | Hessen | ~500K | 1.14× | |
| 05 | Sachsen | ~300K | 1.04× | |
| 06 | Mecklenburg-Vorpommern | ~100K | 1.02× | |
| 07 | Baden-Württemberg | ~700K | 1.01× | |
| 08 | Brandenburg | ~200K | 0.98× | |
| 09 | Rheinland-Pfalz | ~300K | 0.94× | |
| 10 | Sachsen-Anhalt | ~100K | 0.94× | |
| 11 | Thüringen | ~100K | 0.91× | |
| 12 | Bayern | ~800K | 0.90× | |
| 13 | Niedersachsen | ~500K | 0.90× | |
| 14 | Bremen | ~40K | 0.89× | |
| 15 | Schleswig-Holstein | ~200K | 0.85× | |
| 16 | Saarland | ~50K | 0.82× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the New Balance audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Puma | Fashion & Accessoires | 3.11× | ||
| 02 | ASICS | Fashion & Accessoires | 2.95× | ||
| 03 | Sports equipment | Sports | 2.90× | ||
| 04 | Sneaker collecting | Fashion & Accessoires | 2.54× | ||
| 05 | Bershka | Shopping | 2.51× | ||
| 06 | Mango | Shopping | 2.38× | ||
| 07 | Sneakers (footwear) | Fashion & Accessoires | 2.25× | ||
| 08 | Sportswear (activewear) | Fashion & Accessoires | 2.13× | ||
| 09 | IHF World Men's Handball Championship | Sports | 2.13× | ||
| 10 | Zara | Shopping | 2.00× | ||
| 11 | Nike | Fashion & Accessoires | 1.93× | ||
| 12 | Drop shipping | Shopping | 1.90× | ||
| 13 | Breuninger | Fashion & Accessoires | 1.86× | ||
| 14 | Men's Fitness | Sports | 1.86× | ||
| 15 | Footwear | Fashion & Accessoires | 1.74× | ||
| 16 | Hermès | Fashion & Accessoires | 1.64× | ||
| 17 | Adidas | Fashion & Accessoires | 1.62× | ||
| 18 | Sports | Sports | 1.59× | ||
| 19 | H&M | Shopping | 1.53× | ||
| 20 | Deichmann | Shopping | 1.51× |
Personality of the New Balance audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.47× | |
| Sustainability | BALANCE | 1.36× | |
| Design Affinity | PREMIUM | 1.29× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.70× | |
| Spirituality | BALANCE | 0.76× | |
| Need for Security | CONSERVATISM | 0.76× |
Frequently asked questions
Who is New Balance's target market in Germany?
New Balance's target market in Germany covers an estimated 5,273,717 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of New Balance customers?
47.8% of the New Balance audience are female, 52.2% are male, with an average age of 33.4 years.
Which brands do New Balance fans like most?
New Balance fans show strongest brand affinity for Sports (1.59×), Sports equipment (2.9×), and Sneakers (footwear) (2.25×) over the country average.
Where do New Balance fans live in Germany?
New Balance fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~800K), and Baden-Württemberg (reach ~700K). These three regions account for the largest share of the active audience.
What other brands do New Balance fans also like?
Beyond New Balance itself, the audience over-indexes on Sports equipment (2.9×), Sneakers (footwear) (2.25×), Footwear (1.74×), and Sportswear (activewear) (2.13×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Sportswear audiences in Germany
- Adidas (11,634,250)
- Nike (9,650,199)
- Converse (3,597,483)
- Intersport (3,166,604)
- ASICS (3,092,161)
How to read this data
Audience size is the estimated number of people in Germany 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. 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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