Taylor Swift’s fashion choices have proven to have a significant impact on New Balance’s recent success. The celebrated singer-songwriter recently sported the New Balance 550 sneakers, igniting a surge in demand for the footwear.
Swift’s influence stretches far and wide, captivating her loyal fan base, affectionately known as “Swifties.” A casual endorsement from Swift, simply by donning a pair of sneakers, can trigger a wave of renewed interest among her followers. This was the case when Swift sported the New Balance 550 at a Kansas City Chiefs game on September 24th. The pop star was captured on camera leaving Arrowhead Stadium in the company of Chiefs tight end Travis Kelce, sparking rumors of a potential romance. Swift’s New Balance sneakers, with a stylish white, red, and black color scheme, matched the Chiefs’ team colors.
Talk about being at the right place at the right time! Taylor Swift and Travis Kelce leaving Arrowhead together after the game. #Bears #ChiefsKingdom #NFL pic.twitter.com/wrMoDszOme
— Jarrett Payton (@paytonsun) September 25, 2023
Following this public appearance, New Balance reported a significant increase in sales and online traffic for the 550 model. According to internal data from New Balance, revenue for the 550 on the company’s website rose by 25 percent in the week following Swift’s endorsement. The number of units sold increased by 22 percent, while site traffic and internal searches for the 550 model spiked by 30 and 73 percent respectively. These impressive numbers were presented under the title “Taylor Swift Impact on 550” within New Balance. A spokesperson for New Balance, however, declined to comment on Swift’s influence on the sales surge.
Swift’s endorsement was not the sole factor that boosted the New Balance 550’s popularity. The sneaker model, first introduced in 1989, was already a hit upon its re-release in October 2020. The New York streetwear brand, Aimé Leon Dore, played a critical role in reviving the model in a limited edition. Since then, New Balance has expanded the 550 range, making it a staple item in its lifestyle collection.
The initial re-releases of the New Balance 550, in collaboration with Aimé Leon Dore, remain highly sought after in the resale market. These sneakers were initially sold for $130, but they have since commanded resale prices of up to $600.
Swift’s Chiefs-inspired New Balance 550 is not a limited edition and is unlikely to see a significant price hike in the resale market. However, resale platforms have still responded enthusiastically to Swift’s public endorsement. Stadium Goods, a New York-based consignment shop, even showcased the Chiefs-themed sneakers on its homepage, encouraging customers to “act swiftly” to secure a pair.
Resale platform StockX also reported a swift increase in the sales volume of the New Balance 550 model worn by Swift. According to Drew Haines, StockX’s merchandising director for sneakers and collectibles, the number of daily trades for the sneakers jumped from 18 in August 2023 to over 100 the day after Swift wore them. In the week following Swift’s endorsement, resale prices for the Chiefs-themed New Balance 550 increased by 8 percent, and trade volume surged by 347 percent.
The extent of Swift’s influence as a sneaker trendsetter remains to be seen. A recent sighting of Swift wearing an egret white New Balance 1906R, a collaboration with Ganni, suggests that another surge in New Balance popularity could be on the horizon (Taylor’s version).
