Please start by reading the
linked article from The Washington Post:

https://www.washingtonpost.com/news/morning-mix/wp/2016/11/15/the-crazy-reason-neo-nazis-have-declared-new-balance-the-official-shoes-of-white-people/

Things have not improved much for New Balance, that “Official
Shoes of White People” has spawned significant market reactions.
Many individuals have posted photos or video of destroying New
Balance shoes in interesting and unique ways. (FWIW, my favorite is
the trend of flushing the shoes down one’s toilet.) Even
competitors are trolling New Balance for this designation. Reebok
for example is offering free shoes for those who dispose of their
New Balance products. Clearly, New Balance has an IMC problem and
problems seldom get better by ignoring them.

Problem definition in this instance is setting the
communications objectives being certain to do so in a manner that
is consistent with the brand’s desired positioning – something the
company spokesperson probably should have considered in the first
place.

1. Who are the relevant stakeholders and what are their
viewpoints?

2. Identify the IMC tool(s) New Balance may use and explain
why/how using this tool will achieve the objective(s)
identified.

3. What is likely to occur if the IMC alternative were
implemented?

4. What are the effects on stakeholders? Evaluate those effects
using each stakeholder’s viewpoint as the evaluative criteria.

5. Finally, what should New Balance do? Why is this the most
viable alternative?