Rascasse Audience Intelligence

New Balance Target Market in United States

A data profile of the people who buy, follow and care about New Balance in United States — modelled from more than twelve digital signal sources. New Balance has an estimated audience of 26,057,510 people in United States.

#3among Sportswear in United States#116among Brand in United States#55in Fashion & Accessoires

The average New Balance fan in United States is 32.5 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Nordstrom rack, Footwear, Sneakers (footwear), with strongest over-indexing on Nordstrom rack (2.45× the country average).

Demographically, the New Balance audience skews more male with an average age of 32.5, and over-indexes on personality traits such as Luxury Orientation, Sports Activity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical New Balance fan in United States is more male, around 32.5 years old, with strong Luxury Orientation tendencies and a notable affinity for Nordstrom rack.

Category: Fashion & Accessoires · Type: Brand · Subtype: Sportswear

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the New Balance profile in United States.

Audience size
26.1M
in United States
Gender
43.4%♀
56.6% male
Age
32.5
average years
Country rank
#1148
Brand in United States
Fig. 01

Search interest · 12-month trend

-22%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of New Balance

43.4% are female, 56.6% are male, average age 32.5.

Fig. 02

Gender split

43.4%
Female
56.6%
Male
Demographic split for New Balance audience in United States
MetricValue
Female43.4%
Male56.6%
Average age32.5
Estimated audience size26,057,510
Fig. 03

Age distribution

Ø 32.5
average years
Age distribution of the New Balance audience in United States
Age bracketShare%
16-1936%
20-2924%
30-3918%
40-4913%
50+9%
Fig. 04

Worldwide distribution

20.8%

of the worldwide New Balance audience comes from United States.

Worldwide audience distribution share by country for New Balance
CountryShare
United States20.8%
Japan7.1%
Italy5.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the New Balance audience in United States is strongest.

Fig. 05

Top regions by affinity

New Balance customers by region in United States
#RegionReachAffinity×
01Louisiana~600K1.63×
02Mississippi~300K1.57×
03New York~2M1.46×
04Massachusetts~800K1.45×
05Texas~3.5M1.43×
06Delaware~100K1.43×
07Alabama~500K1.41×
08New Jersey~1M1.40×
09Maryland~600K1.39×
10Georgia~1M1.34×
11California~4M1.30×
12Rhode Island~100K1.28×
13Florida~2.5M1.24×
14Connecticut~300K1.24×
15Pennsylvania~1M1.22×
16Washington, District of Columbia~100K1.22×
17Tennessee~700K1.21×
18Illinois~1M1.20×
19South Carolina~500K1.17×
20North Carolina~900K1.16×
21Virginia~700K1.09×
22Arkansas~200K1.09×
23Kentucky~400K1.05×
24Oklahoma~300K0.99×
25Missouri~400K0.98×
26Indiana~500K0.97×
27Ohio~800K0.96×
28Nevada~200K0.94×
29Michigan~600K0.92×
30Arizona~500K0.92×
31Kansas~200K0.91×
32Nebraska~100K0.88×
33Maine~80K0.85×
34New Mexico~100K0.82×
35Hawaii~90K0.80×
36Utah~200K0.79×
37Iowa~200K0.78×
38New Hampshire~80K0.78×
39Wisconsin~300K0.75×
40Washington~400K0.73×
41Colorado~300K0.72×
42Minnesota~300K0.72×
43West Virginia~90K0.72×
44Oregon~200K0.62×
45North Dakota~30K0.62×
46South Dakota~40K0.61×
47Idaho~80K0.57×
48Vermont~30K0.53×
49Alaska~30K0.46×
50Montana~30K0.44×
Fig. 06

Affinity by region

Affinity by region — New Balance, United States
0.44×1.00×1.63×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the New Balance audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for New Balance audience
#·InterestCategoryAffinity×
01Sportswear (fashion)Fashion & Accessoires3.50×
02Foot LockerShopping3.33×
03PacSunFashion & Accessoires3.05×
04BirkenstockFashion & Accessoires3.04×
05Under ArmourFashion & Accessoires2.86×
06Lace wigBeauty & Wellness2.48×
07Nordstrom rackFashion & Accessoires2.45×
08Sneakers (footwear)Fashion & Accessoires2.33×
09Bad BunnyMusic & Radio2.23×
10Sports equipmentSports2.21×
11Banana RepublicFashion & Accessoires2.21×
12Sportswear (activewear)Fashion & Accessoires1.93×
13BurlingtonFashion & Accessoires1.91×
14NikeFashion & Accessoires1.88×
15NBA playoffsSports1.85×
16NBA FinalsSports1.81×
17NFL NetworkSports1.79×
18FootwearFashion & Accessoires1.78×
19T.J.MaxxShopping1.70×
20Kohl'sShopping1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the New Balance audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by New Balance audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM1.45×
Sports ActivityPOWER1.30×
Early Adopter MentalityPOWER1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by New Balance audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.78×
Need for SecurityCONSERVATISM0.91×
MindfulnessBALANCE0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is New Balance's target market in United States?

New Balance's target market in United States covers an estimated 26,057,510 people, concentrated in California and Texas.

02

What is the gender split and age of New Balance customers?

43.4% of the New Balance audience are female, 56.6% are male, with an average age of 32.5 years.

03

Which brands do New Balance fans like most?

New Balance fans show strongest brand affinity for Nordstrom rack (2.45×), Footwear (1.78×), and Sneakers (footwear) (2.33×) over the country average.

04

Where do New Balance fans live in United States?

New Balance fans in United States are most concentrated in California (reach ~4M), Texas (reach ~3.5M), and Florida (reach ~2.5M). These three regions account for the largest share of the active audience.

05

What other brands do New Balance fans also like?

Beyond New Balance itself, the audience over-indexes on Footwear (1.78×), Sneakers (footwear) (2.33×), Foot Locker (3.33×), and Lace wig (2.48×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Sportswear audiences in United States

See New Balance audiences in other countries

How to read this data

Audience size is the estimated number of people in United States 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 United States. 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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