Thinknum Alternative Data
Request Demo
Thinknum Login
Questions answered using Thinknum

Fundamental Investors

How many cars has Carmax sold this week compared to the same week last year?

How is foot traffic at Chipotle changing YoY?

What are the industrial companies that are growing and hiring the most?

Quantitative Analysts

How are the number of Twitter followers a leading indicator for company performance?

How are the number of LinkedIn employees a leading indicator for company performance?

Business Inteligence

Which private companies are getting their products picked up by major retailers?

Which private healthcare companies are hiring the most?

Which tech startups are getting the largest increase in mobile app downloads?

Join the investment community and start your week with market insights seen through the lens of alternative web data.

New Balance data signals a slowdown as it takes on the DTC craze

3 weeks ago by Jon Marino in Consumer

Some New Balance ($NEWBALANCE) data suggests the Boston-based sneaker maker has lost its footing - but amid a popular craze for major brands, it could be pivoting, behaving more efficiently, and embracing a big new trend. 

This typically isn't a good signal - and historical data (not shown) is even less reassuring. New Balance job postings dipped to begin the year and then fell again in the second half of 2019. Right now, at 145 open roles, postings are near three-year lows. Year-over-year, they've fallen more than 23%.

New Balance's Twitter Follower Count (not shown) is higher than a quarter-million, leading the company's portfolio of brands. 

But is New Balance slowing down - or is it pivoting into the new trend, one that pretty much every sneaker company on earth (and a few startups looking to cash in on rare and used kicks) aims to exploit: going 'DTC.' 

The image leading our story is just that, a DTC product - New Balance's customizable cleats, which allows parents looking to outfit their kid for this season's gear to at least duck the trip to the mall. And just because it's getting less buzz, and because it's posting fewer jobs, doesn't necessarily say New Balance is heading for rough seas. New Balance could simply be operating more efficiently since it has an opportunity to cut out a supply chain cost and management process by eliminating the Al Bundys of the world, and taking the goods right to consumers' doors. 

New Balance's LinkedIn ($NASDAQ:MSFT) Employee Headcount reflects a multi-year high for staff headcount, by far, the most positive signal among its data (and, backed up by other online estimates). So far this year, staff count has risen by nearly 8%. 

About the Data: 

Thinknum tracks companies using the information they post online - jobs, social and web traffic, product sales and app ratings - and creates data sets that measure factors like hiring, revenue and foot traffic. Data sets may not be fully comprehensive (they only account for what is available on the web), but they can be used to gauge performance factors like staffing and sales. 

Further Reading: 

Join the businesses who have begun to edge out competitors by scouring the web for alternative data.

Request demo
Ready for a personalized tour?

Jon Marino

Jon Marino is Thinknum's finance editor, covering the impacts of alternative data on public companies and investors. Prior to joining Thinknum, Jon worked in the ...

Request a demo

We would love to show you how Thinknum will benefit your investment process. To get started, fill out the form and we'll contact you shortly to schedule your demo.

Get Thinknum Media in your inbox

Start the day off with our Weekly Digest.