You don‘t need to be a sneakerhead to know about New Balance—I know I’m not.
The 118-year-old footwear company is everywhere, from TV to film to neighborhood cookouts, despite changes in fashion, consumers, and how people find and purchase new products.
So, what‘s the brand’s secret sauce to staying relevant longer than we’ve been alive?
New Balance Marketing Associate Calvin Goncalves says thoughtful partnerships and innovative strategies play a huge role. Goncalves is an expert with a lot on his plate.
He‘s part of a team at New Balance that plans out the brand’s strategy years in advance while considering past campaigns and what worked or didn’t work in previous years.
He knows a lot about brand partnerships, having been involved in New Balance‘s creative collaborations with DLTR and Joe Freshgoods.
Fortunately, Goncalves told us what it’s like to walk in his shoes (pun intended), and we chatted about innovation, collaborations, and the best way to …