New Balance and frequent collaborator Teddy Santis, the founder of famed New York-based lifestyle label Aimé Leon Dore, delivered a major announcement on Easter Sunday via social media.
The sportswear powerhouse and Santis announced on Instagram today that he will assume the creative director of Made in USA role in 2022. Not only did the two use the social media platform to reveal the news, they also ran a full-page ad in The New York Times with the same image from Instagram, which also includes the text “The New Balance.”
“I’m beyond proud, honored and humbled to announce my creative director role at New Balance Made in USA starting 2022. To my family, my ALD team and to everyone who has supported me along the way, this is all a reflection of you and how you’ve inspired me. Thank you to the NB team for trusting me with what I believe is the soul of the brand. I look forward to sharing more behind this campaign and what it represents for our partnership,” Santis wrote on Instagram.
In a subsequent announcement, New Balance confirmed that it is a multiyear partnership, there will be a product launch in 2022 and that Santis’ first collection with the brand will arrive next year.
Through his Aimé Leon Dore imprint, Santis has given several beloved New Balance styles fresh looks including the P550, the 1300, the 990, the 997 and the 827.
“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,” Santis said in a statement. “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.”
New Balance chief marketing officer Chris Davis added, “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. 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.”