English, as an international language, is becoming more and more important in our society. The globalization of English is accepted by more and more countries. Its proficiency has become a major requirement for attaining the highest level of professional and economic success around the world. Known as"president's jogging shoes","New Balance" has achieved a great success in the United States and many other countries. However, its development in China is not very smooth because of the deference between English and Chinese culture. Several frustrations have led to continual changes in its marketing strategies. Based on the development of"New Balance"in China and the 4 P theory, in the paper some suggestions are introduced to improve its marketing strategies and contribute to its better and sustainable development in China.
