New Balance, the global athletics footwear and apparel brand, has announced the appointment of Teddy Santis to creative director of the group’s MADE in USA franchise.
Through the partnership, Santis will be tasked with showcasing premium product and quality design, while expanding the brand’s platform on a global scale.
The multi-year relationship will commence this year, with the first product and collection launching in 2022.
Chris Davis, CMO at New Balance, said: “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.”
Currently the creative director at New York-based lifestyle brand, Aimé Leon Dore, Santis will now influence the MADE in USA platform through product design and marketing.
He said: “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.
“I see a tremendous opportunity to tell authentic stories with real people at the forefront, creating global campaigns that connect our core values with the world.”
Headquartered in Boston, New Balance employs over 6,000 global associates with four US factories and one UK factory based in Flimby.