Daily Insights

New Balance’s Sweet Feet

By: Mackenzie Baker | Sep 18, 2020

New Balance teams up with Jolly Rancher to create a sweet new shoe inspired by NBA star Kawhi Leonard. 

The LA Clippers player’s love of Jolly Ranchers influenced New Balance’s newest sneakers. The limited-edition shoes are part of a collection designed by Leonard and New Balance, which also includes a KAWHI Basketball shoe, a lifestyle sneaker, and activewear. Jolly Rancher will lend its color profile to the new sneakers as well as to a pair of slides, and a t-shirt. All of the exclusive items will be available in an “original flavor” or “blue raspberry” color scheme, inspired by the popular candy. The products feature Jolly Ranchers imagery, including its recognizable watermelon, blue raspberry, green apple, and grape cartoon mascots. The Jolly Rancher sneakers include each candy color, the fruit mascots, and even the yellow candy wrapper coloring. 

The New Balance and Jolly Rancher collaboration hits stores in October, just in time for the biggest candy holiday of the year. The shoes and apparel range in price from $35 to $160 and will be available at New Balance and Foot Locker, online and in-store. The sweet sneakers could appeal to both NBA fans and candy consumers, providing a tasty opportunity for New Balance to boost sales and connect with new sneakerheads. With consumer demand for footwear continuing to rise according to a Gartner report, New Balance could stand out in the market by providing a limited-edition, exclusive shoe that celebrates both the upcoming holiday and the return of the NBA. Both New Balance and Jolly Rancher took to Twitter and Instagram to announce the new partnership, giving a glimpse of the new sneaker atop a bed of candy to build buzz with fans. The Jolly Rancher sneakers are the latest apparel alliance, following Champion and General Mills’ cereal activewear and 7-Eleven’s collaboration with Forever21 earlier this summer. 

New Balance’s new shoes take inspiration from the court and the candy store. With fans unable to attend games in-person, the new shoes could help basketball fans feel connected to a fan-favorite player while showing off their sweet shoes. The candy collaboration could inspire the activewear brand to taste-test future food partnerships, bringing new sweet styles that appeal to loyal customers and food aficionados, alike.