Since 1992, DKC has worked closely with Jim Davis, CEO of New Balance Athletic Shoe, Inc., under the brand identity of “Endorsed by No One,” growing New Balance from a $200 million company to $1.1 billion.

DKC created the “New Balance Million Dollar Challenge,” in which $5 million worth of publicity was generated; “Lace Up for the Cure” featuring New Balance shoes with pink ribbons, with proceeds benefiting the Susan. G. Komen Breast Cancer Foundation; and maximized coverage for Texas’ Willie Nelson 10K run for Farm Aid.

DKC helped make New Balance the brand of choice for runners; generated features in major national and daily newspapers including The Wall Street Journal, The New York Times, The Los Angeles Times, Chicago Tribune, Business Week, Time, etc.



While New Balance is an accepted and respected brand, it is still considered among many as primarily a footwear manufacturer. DKC was challenged to introduce a fashion-forward product from a heritage brand not recognized as a force in the athletic apparel market and with no advertising dollars to generate further interest and awareness.

Generate interest and awareness for New Balance’s Andare Run Skirt in national consumer magazines, national and local television and major newspapers nationwide; Utilize the skirt’s fashion-forward design to secure media interest; Capitalize on dual-functionality of the skirt – crossover from gym to street.

Placements to date have included: The New York Times, Los Angeles Times, New York Daily News, Chicago Sun-Times, Miami Herald, The Arizona Republic, Rocky Mountain News, Louisville Courier-Journal, Fitness Magazine, Health Magazine, Shape.

Sales of New Balance’s Andare Run Skirt increased by 500% as a result of the significant media placements.