An unlikely company hoping to topple Nike has become unrecognizable

In an effort to rebrand, New Balance has come out with a more stylish marketing push.

The brand's current ad campaign is called "Always in Beta." The company is trying to edge in on Nike's market share.

New Balance's digital media push is admittedly hip. Rather than focus on athletic performance, a spotlight on style might give New Balance the edge it needs to reinvent the brand.

New Balance's lifestyle sneakers display versatility to show that they can be worn with non-athletic clothing. The fresh foam collection promotes that the sneaker goes with everything,

Instead of portraying athletes in action, still photos of style are represented on New Balance's Instagram account.

New Balance's sweatshirt sneaker provides a cool, retro look as opposed to their conventional performance shoes -which bear a clunky logo. 

New Balance is growing faster than Nike. Its annual revenue has grown 15% over the last five years, while Nike has grown by 10%.

A reinvented digital image might help them stay relevant and create consistentsy with the brand's growth.