Rascasse Audience Intelligence

New Balance Target Market in United States

New Balance has an estimated audience of 26.1M people in United States.

#3among Sportswear in United States
#119among brands in United States#55in Fashion & Accessoires

The average New Balance fan in United States is 33.3 years old, more male, and lives primarily in California.

By number of fans, New Balance ranks #3 among the 98 objects in Sportswear in United States — 734.3× the group median.

Its fans are 1.5 years younger than the group average of 34.8.

Women make up 43.4% of the fan base, 6.9 percentage points fewer than the group average.

Compared with the other 97 objects in Sportswear, New Balance fans stand out for their interest in Birkenstock, Lace wig and Bad Bunny.

Most fans live in California, Texas, New York.

Top affinities include Sportswear (fashion), Foot Locker, PacSun, with strongest over-indexing on Sportswear (fashion) (3.5× the country average).

Demographically, the New Balance audience skews more male with an average age of 33.3, and over-indexes on personality traits such as Luxury Orientation, Sports Activity.

The typical New Balance fan in United States is more male, around 33.3 years old, with strong Luxury Orientation tendencies and a notable affinity for Sportswear (fashion).

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
26.1M
in United States
Gender
43.4%♀
56.6% male
Age
33.3
average years
Country rank
#1122
among all objects in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of New Balance

43.4% are female, 56.6% are male, average age 33.3.

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 age33.3
Estimated audience size26.1M
Fig. 03

Age distribution

Ø 33.3
average years
Age distribution of the New Balance audience in United States
Age bracketShare%
16-2436%
25-3424%
35-4418%
45-5413%
55+9%
Fig. 04

Worldwide distribution

21.1%

of the worldwide New Balance audience comes from United States.

Worldwide audience distribution share by country for New Balance
CountryShare
United States21.1%
Japan7.2%
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

Fig. 05

Top regions by affinity

New Balance customers by region in United States
#RegionReachAffinity×
01Louisiana~600K1.63×
02Mississippi~400K1.57×
03New York~2.5M1.46×
04Massachusetts~800K1.45×
05Texas~2.5M1.43×
06Delaware~100K1.43×
07Alabama~600K1.41×
08New Jersey~1M1.40×
09Maryland~700K1.39×
10Georgia~1M1.34×
11California~4M1.30×
12Rhode Island~100K1.28×
13Florida~2M1.24×
14Connecticut~300K1.24×
15Pennsylvania~1M1.22×
16Washington, District of Columbia~70K1.22×
17Tennessee~700K1.21×
18Illinois~1M1.20×
19South Carolina~500K1.17×
20North Carolina~1M1.16×
21Virginia~700K1.09×
22Arkansas~300K1.09×
23Kentucky~400K1.05×
24Oklahoma~300K0.99×
25Missouri~500K0.98×
26Indiana~500K0.97×
27Ohio~900K0.96×
28Nevada~200K0.94×
29Michigan~700K0.92×
30Arizona~500K0.92×
31Kansas~200K0.91×
32Nebraska~100K0.88×
33Maine~90K0.85×
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~100K0.72×
44Oregon~200K0.62×
45North Dakota~40K0.62×
46South Dakota~40K0.61×
47Idaho~80K0.57×
48Vermont~30K0.53×
49Alaska~30K0.46×
50Montana~40K0.44×
Fig. 06

Affinity by region

Affinity by region — New Balance, United States
0.44×1.00×1.63×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the New Balance audience vs. the country average
#·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
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the New Balance audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the New Balance audience vs. the country average · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM1.45×
Sports ActivityPOWER1.30×
Early Adopter MentalityPOWER1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the New Balance audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.78×
Need for SecurityCONSERVATISM0.91×
MindfulnessBALANCE0.93×
0×1.00× baseline2×
Appendix

Explore more audiences

More Sportswear audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in New Balance over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/new-balance-2592” · Methodology