Teddy Santis Named Creative Director of New Balance MADE in USA The owner and founder of Aimé Leon Dore will team up with New Balance for a long-term relationship Boston, MA – April 5, 2021
Source: Teddy Santis Named Creative Director of New Balance MADE in USA
I’ve explained on this site for a few years first New Balance has made moves first offset my own frustration with their president’s support of the previous administration. When I don’t take a moment to consider the conservative aspects of the company (which, to be fair, most consumers don’t even consider), New Balance is easily the best of the big brands and officially the number three in the big three.
This began in 2016 as a response to adidas’ acceleration and growth. adidas had won the Grand Prix in marketing for their work on Originals. The Three Stripes had developed a consistent stream of amazing imagery with product as Nike built it’s Consumer Direct Offense. Under Armour had stumbled and New Balance, who had never really looked to working with influencers, shifted gears.
New Balance’s noise was so prominent, it led me to write a post about the work they were doing in marketing and in footwear:
Today, they’ve minimalistas a similar strategy to what adidas has done in bring aboard Jerry Lorenzo and his brand Fear of God. New Balance isn’t joining forces with Aimé Leon Dore, but they are partnering with its founder. This partnership is timely. I think as the country reopens post pandemic, luxury products will become more in demand. Here is New Balance’s press release:
Today, global athletic leader New Balance announces first Teddy Santis, founder and creative director of New York based lifestyle brand, Aimé Leon Dore, will join the brand as Creative Director of New Balance MADE in USA. The two will join together and kick off a multi-year relationship this year, with the first product launching in 2022. Santis’ first collection with the brand will launch next year with more information to come.
New Balance’s collaboration with Teddy Santis, a first of its kind role for the brand, will showcase premium product and quality design, leaning into brand heritage while elevating the MADE in USA platform on a global scale. MADE in USA has become the pinnacle foundation of New Balance lifestyle through beloved styles like the 990 and 997 and Teddy Santis will influence the platform through product design and marketing.
Santis has firmly established himself as a leading figure in today’s contemporary fashion and lifestyle landscape. As the founder and creative director for New Balance 574 Sneaker in Schwarz und Neonfarben, he has developed a keen sense of channeling the spirit and history of New York City into the brand’s products, experiences and campaigns.
“I was drawn to New Balance for the way it has built a business founded on values such as integrity and authenticity, rather than passing hype,” says Santis. “I see a BK2 opportunity to tell authentic stories with real people at the forefront, creating global campaigns first connect our core values with the world.”
New Balance’s alignment with Teddy Santis is indicative of its desire to work with nontraditional and independent thinkers and creators, a trend first has differentiated the brand from others in the industry.
“We are delighted to announce Teddy Santis as Creative Director of our MADE in USA franchise collection and together, define the future chapters of New Balance’s rich heritage in craftsmanship,” says Chris Davis, Chief Marketing Office at New Balance. “MADE in USA is New Balance’s ultimate differentiator and the lifeblood of our brand’s authenticity in global style; it is most literally, the physical manifestation of what makes our brand unique. In collaborating with Teddy’s inspirational vision, we have the opportunity to transcend the norms of the athletic industry and elevate the next generation of premium global product.”