Copyright 2008-2021, C-Suite Media Inc. CSQ, C-Suite Quarterly, C-Suite Magazine, C-Suite Advisory, and C-Suite Advisors are registered trademarks of C-Suite Media Inc. All rights reserved. 2021 Digiday Media. Since then, he has gained significant experience at Warrior Sports and New Balance Athletics in merchandising, manufacturing, product management, brand management and sports marketing. The integrity of remaining who you are That's where the true branding gets traction. Youll see us penetrate the fashion space in a greater way rather than [only] in streetwear culture, runway culture or entertainment. The upper is borrowed from the New Balance X-Racer, a modern lifestyle offering that launched in 2019. No, don't worry, New Balance is not ceasing production on the 996, 1500, and 997. How the brand is different today than the day your dad bought the company in 1972? We use this 50, 30, 20 mindset. "Here, we continue to believe that New Balance brand extension can only develop by commemorating its tradition, philosophy and values," says Chris Davis, New Balance Vice President of Global Marketing. . The best way that I can describe it is as cultural co-signing. Our signature shoe with Jaden Smith has a sustainability story. Get ready to experience The Nutcracker like you've never seen it before. Chris offered consumer marketing is all about FOMO and creating excitement-- and lines-- around a launch date. If you have the capability torise, we believe that you should. Focusing on mental health and wellness and that connectivity to running, as well as continuing to drive sustainability and brand purpose messaging in everything we do. Chris Davis is currently Chief Marketing . Good teamwork is paramount to the overall integrity and authenticity of a company. The past few years have seen major upheaval and innovative shifts in industries across the globe. As noted by Spotrac, Chris Davis is set to receive $42 million in deferred payments in a 15-year period from 2023 to 2037 as a residual after-effect of the seven year, $161 million contract he. What were some initial priorities or initiatives you put in place during a time of such sweeping change? Advisory Board Member @ Ball and Buck. Opportunity arose when the Boston-based sneakerand sports apparel company got calls from MassachusettsGeneral Hospital and state officials asking if it could produce personal protective equipment, or PPE, for essential workers. A large part of the brands recent revamping is thanks to the work of Chris Davis, New Balances CMO. Whetheryou have the ability to help onan individual basis or throughdonating your time or with alarger organization, these arethe moments where we needto all band together, he says. From a growth standpoint, the numbers speak for themselves. I think everybody wants to see their leader be human first and a businessperson second. These sort of unique partnership experiences bring consumers together in real time at an entirely different level. Great work, y'all. We try to identify individuals and brands who embody that fiercely independent mindset and entrepreneurial spirit so we can co-create something that intersects our values and our storytelling. Previously, Chris was an Advisory Board Member at Read More Contact Chris Davis's Phone Number and Email Last Update 11/11/2022 1:58 PM Email c***@newbalance.com Engage via Email Contact Number (617) ***-**** Engage via Phone Mobile Number Of course, we want to grow our individual categories vertically, meaning we want to have success in basketball. It takes a special mindset, it takes a unique vision. Chris currently resides in the Greater Boston Area. The Company Was Founded In Boston. Thats excellent. No cash balance or cash flow is included in the calculation. We look at them first as a brand ambassador as were a brand thats constantly striving to bridge that gap between sport and culture. Brand Innovators caught up with him from his home office near New Balances Boston headquarters to learn more about his fewer, bigger, better approach to marketing in the pandemic era, his criteria for celebrity partners and why, in the wake of the companys record revenue growth, we havent even begun to scratch the surface of what we're capable of. The conversation has been edited for length and clarity. As chief marketing officer of our brand, I can outline how these partnerships will manifest successfully under something known as dwell time. Dwell time is the time in which a customer is online consuming content. You often refer to yourself as the 115-year-old startup. Chris Davis Chief Marketing Officer & Senior Vice President of Merchandising at New Balance Boston, Massachusetts, United States 22K followers 500+ connections Join to follow New Balance. Davis describes New Balances marketing as storytelling first, products second. From a demand creation standpoint, we had a tremendous shift in our media strategy, and our content and media strategy. The coronavirusimpacted our China office months earlier than itdid the Western part of the world, so we were ableto utilize the learnings from Asia and appropriatelyprepare for employee safety, Davis says. The New Balance Foundation has donated over $100 million to underserved communities, specifically fighting childhood obesity. Chris Davis Stats, Fantasy & News. are members of New Balances new wave of partnerships in 2022. One last question, and I ask this to all my guests: how would you define beautiful thinking?Beautiful thinking is thinking differently. Utilizing distribution outlets like Twitch and creating partnerships with NBA video games help make this type of integrated approach a reality. Listen to the podcast. marcus evans is a corporate and information company that delivers annual events across all industry sectors. It was a no-brainer, of course, the companywould help, Davis says it just needed to figure out how. With a plethora of brands competing for consumer attention, New Balance prides itself on standing out as a conscious company. So whether its coming out with the first running shoe over a hundred dollars, making shoes in the United States, or having business strategies that are seven to ten years versus three to five years, we try to do things differently. The best way I can sum up the future and the plans we have for New Balance is this: If youre standing still, youre moving backwards. As an organization, New Balance is running head-on towards the future with full force (likely in a great pair of shoes). We just have partnerships. And if you think about it, it takes a special partner to represent a challenger brand. However, we can also grow our brand from a horizontal standpoint and ensure that our face-of-brand athletes in football, tennis, and basketball are also integrated into our lifestyle campaigns and our overarching brand campaigns. Organized in collaboration with The SOUNDBytes Collective https://www.soundbytescollective.com/. Some of our goals are 100% renewable energy in all of the factories that we own by 2025, 50% recycled polyester in every single product, 100% environmentally preferred leather. Chris Davis joined New Balance Athletic Shoes in 2011. Be authentic to the editorial voice of each partner you choose, but also to your brand and use a voice they understand. Career. And Id love to hear you talk about what those values are. Revenues at Boston-based global athletic company New Balance soared to almost $4.5bn last year and the leadership has ambitious plans to reach $7bn by 2023. Though she's no longer working at New. Its absolutely integral into enabling the brand to work in the community in the right way and elevating the partners persona in the community the right way. Promoting healthy activity and education on diet is something where weve invested literally a hundred million dollars over the last couple decades. To that end, many companies are approaching the next era of product offerings with an investors mindset. Only this authenticity can convincingly bind consumers to a brand and thus arouse . $2.5 billion, according to our most recent tally. The mission of Soundbytes is to build community, create authentic connections by sharing insight and intel to help propel. As an organization, New Balance is running head-on towards the future with full force (likely in a great pair of shoes). This is a great, I've always had an appreciation for New Balance, my first pair of military issued sneakers in bootcamp were New Balance, it really changed my perspective on the brand. Not only did New Balance step up to help during the height of the pandemic by making masks for frontline medical professionals all across the country, but we also continue to utilize sustainable methods in our production of goods. However, with the help of market insight and customer-focused branding, our athletic wear company has been able to cultivate a culture of innovation to transform the classic American New Balance brand we all know and love into a contemporary staple for the newest generation. Probably the favorite child in our family was New Balance, and then my sister and me. We always say that when our biggest shoe the 574 is healthy, our brand is healthy. These trendsetters get richer every time you step in front of a mirror and decide its time to change your look. Principal, Executive Creative Director, Young & Laramore, Not In The Mood To Write? Davis left New Balance in 2019 after nearly 10 years at the company. "These are in our reach," Chris Davis, New Balance's chief marketing officer and SVP of global merchandising, told FN during the Fairchild Media Group Sustainability Summit. New Balance included. The new brand appearance brings with it a new visual language and a new typography. "Mr Chris Davis (New Balance vice president) said the exercise of measurement was "very subjective." "I am not sure what he meant by that because a calculation based upon social media exposure is. Chance the Rapper and Kawhi Leonard Put New Balance on Center Stage During the NBA All-Star Game "This relationship ingrains New Balance into the NBA's global presence, a fandom and culture. This is the formula that we utilize in order to create that level of energy around the globe, whether its in sports, fashion or entertainment. | The Summa Group | Oppenheimer & Co. Inc. All rights reserved. What impact have you seen on your direct-to-consumer and ecommerce business as a result of changing shopping behaviors? [. Chris Davis Expand search. Using science-based tactics and understanding the art of marketing to a loyal customer base, New Balance has truly honed its ability to grow brand awareness, all while offering top-tier products to you, our customers. Simply put, it just takes guts. Dismiss . I have a tremendous amount of respect for what my parents have built and how theyve built it with such a great culture and a values-based approach. Stephen Lang, Jane Levy, Dylan Minnett By partnering within growth-centric spaces like gaming, were working to solidify the position New Balance has as a current product leader in this space. Reflects change since 5 pm ET of prior trading day. Carolyn Hadlock (Executive Creative Director, Young & Laramore) sits down with founders, leaders, creators, and visionaries across industries and disciplines to learn more about how they imagine and produce ideas, and explore what makes beautiful thinking. Prior to the pandemic, New Balance had invested a tremendous amount in ensuring that the operational infrastructure and global connectivity of our D2C digital platforms were more integrated. New Balance immediately assembled a brainstorming team to see what was possible to make on their existingfactory equipment. Boom! When supply was low, for all industries across the world, we found ourselves in a position where we had to lead with storytelling vs. leading with product. And she asked us to partner with her on that. Hot Stove Tracker Starting Lineups Transactions . He was in a global running campaign for us, but the fact that we were so penetrated into sport culture enabled him to be more excited about the brand and want to rep the brand in his own right. But some of those silhouettes are getting a new spin, and it's pushing the brand forward, thanks to "Re-Engineered . How weve done that is by operationalizing our budget to be conducive to calculated risk-taking. In 1976, New Balance launched the 320, the first New Balance sneaker to feature the now-famous ' N ' logo. Obviously you guys are doing a lot with the sustainability initiative, giving somebody like Jaden Smith a platform to talk about the creation of his water product, JUST Water. "I think American tennis as a whole is going to be viewing the US Open in a new light because of Coco," says Chris Davis, New Balance vice president of global marketing. Instead of having very linear, traditional infrastructure, we quickly pivoted to cross-functional pods that ultimately had 90-day sprints with different goals. Addressing and embracing that challenge is something that we have owned as a brand and really made part of our identity. He played college football at Auburn and was signed by the San Diego Chargers as an undrafted free agent in 2014. For many companies, making the best of such drastic shifts wasnt without its challengesour company included. Chris Davis manages more assets than 81% of asset managers and has an 74.32% ranking based on the performance of Davis Selected Advisers. We have many athletes and ambassadors within the portfolio who are tremendous partners who all say something authentically about our brand, and we truly strive to utilize them in sport and in culture. And most recently we have been working with Jack Harlow on integration into some of his music videos. When you were growing up, did you think youd end up at New Balance?I always like to say that while my sister and I were growing up, we never viewed New Balance as a company. Mar 4 2010 Signed a 1 year $414k contract with Texas (TEX) Feb 25 2009 Signed a 1 year $406k contract with Texas (TEX) Jun 26 2008 Signed a 1 year $198,196 contract with Texas (TEX) Jun 10 2006 Signed a contract with Texas (TEX) Jun 7 2006 Drafted by Texas (TEX): Round 5 (#148 overall) NFL. Academy channels civil rights icon's legacy through discussion, workshops. Our innovative approach has allowed our company to see some pretty big numbers. admit to fears that it was losing customers to New Balance. After decades of being known as the classic dad shoe, New Balance has turned its brand identity on its head to capture millennial and Gen-Z shoppers. 31 student-athletes earn team awards and/or recognition from the conference. Keep it up! From a digital asset perspective meaning NFTs, crypto, blockchain our intent is to more prominently and effectively bridge digital and physical and reinforce the values we stand for in the physical world into the digital world. New Balance first partnered with fashion brand Aime Leon Dore in 2019, and it teamed with independent designer Joe Freshgoods in 2020. Chris Davis, Chief Marketing Officer and Senior Vice President of Global Merchandising, started working at New Balance in 2008. https://lnkd.in/eS9bQHQq, Chief Executive Officer at Pro Sports Development Center. In a rare interview, the menswear entrepreneur and creative director of New Balance's 'Made in USA' line outlines his plans for the footwear giant. People were passionateabout contributing to the causeinternally and so we willed ourway in a matter of days to transform our lines from makingshoes to masks, Davis says. Congratulations! including five-RBI efforts on April 9 against Iowa and July 20 against New Orleans.Posted three six-game hitting streaks (May 24-29, June 18-23 and July 17-22).Was 7-for-10 with four homers, six runs scored and nine RBI in three games June 18-20 . This is a story of growing up in the family business and finding your place where you can shine. Team members that feel trusted in their roles directly affect the way in which consumers experience a brand. But Chris Davis, New Balance's chief marketing officer and senior vice president of merchandising, and son of owner Jim Davis, is only worried about improving the brand, not going toe-to-toe. So we like to say that we dont really sponsor anyone, but we partner with a lot of different individuals and properties across the world. Hiring Challenges In 2023: Are You Prepared? New Balance has always been a brand that has challenged the status quo, constantly reinventing itself, and really striving to be the best, not the biggest. Chris Davis, VP of Global Marketing, New Balance was the headline speaker and came ready to share the 112-year-old, private company's latest product roadmap, distribution strategies and digital marketing campaigns. Obviously there are some categories where youre a leader, like the running category, and then other categories where you are a challenger, which creates a really interesting opportunity. We tore down the ways we worked in order to keep up with the pace of business and really with the pace of and change of information and uncertainty the world was experiencing at the time.. To learn more about New Balance, please visit www.newbalance.com and for the latest press information please visit http://newbalance.newsmarket.com . Perfectly said, Chris Davis. Davis has been a part of the brand for 14 years where he first started out as an events operations manager during the 2008 Beijing Olympics for New Balance. We want to have success in tennis. You were promoted to CMO at New Balance just a few weeks into the pandemic lockdowns of 2020. New Balances [storytelling] is rooted in our fiercely independent mindset and our constant desire to reveal our memories and communicate our values..We take an autobiographical approach with consumers, meaning every time we can communicate with consumers, were introducing ourselves, Davis said. Resides in Cambridge, MA Metropolitan Area. My mom really embraced the idea of corporate responsibility and corporate giving decades ago before it was a sexy term in our industry. On traditional channels like Instagram, dwell time might be three to nine seconds worth as we scroll through various content concepts. We moved more dollars and created more content geared toward the top of the funnel and strived to connect with consumers on a more emotional level with topical conversations that were being had. So Rich Paul, who is the founder and owner of Clutch Sports Group, who represents Darius and LeBron James and other professional athletes, came to our headquarters with Darius and his mom. Sometimes I feel like its an obligation, sometimes Im just overwhelmed by passion for the brand, but more than anything, I think what keeps me engaged, competitive and fulfilled is I love the space that New Balance is in. In an age where targeted marketing and endless brands are available to cater to a consumers every need, options tend to blur together. SmithGroup creates exceptional design solutions for healthcare, science and technology organizations, higher education and cultural institutions, urban environments, diverse workplaces, mixed-use and One upside? Davis was an early investor in fleet electrification company XL Fleet and owns 9% of the company, which went public via a SPAC merger in late 2020. The whole team has really rallied around bringing risk, innovation and evolution to thetable, which I couldnt be more proud of.. What is your leadership style?I try my best to embrace a servant leadership mindset. After considering gowns, face shieldsand shoe coverings, they decided on single-use facemasks, commodities that were in high demand and lowsupply at the onset of the virus. Ive been familiar with the New Balance brand for quite a while. Bachelor of Arts/Science, Middlebury College. New Balance Chief Marketing Officer and SVP Merchandising Chris Davis will explain how the global sports brand approached the worldwide Covid pandemic through positive messaging, resulting in economic and social impact. Since being appointed CMO in April 2020, Davis and New Balances marketing department have operated by following two rules: If youre standing still, youre moving backward. We are learning everyday about how to talk about the issues more effectively and action ourselves more effectively against universal issues that impact individuals across the globe. Weve embraced the shift from being a product marketing organization to a brand storytelling organization. Weve experienced huge leaps in customer satisfaction, with the last three years clocking in at record-breaking levels. Playing a video game, for example, can be anywhere from 20 minutes to three hours or more spent online. We worked collaboratively with Tufts Medical, Harvard Medical and Massachusetts General Hospital and literally in the course of three weeks we transformed our manufacturing facilities into making masks. The Boston-based athletic giant, which reentered the hoops market in 2019 when then-Toronto Raptor Kawhi Leonard wore its kicks for the. And part of our responsibility as a brand is to amplify the messaging and the voices of our athletes, but also to stand up for what we believe is right. And conversely, weve learned that when our brand is healthy, 574 is healthy. Click here for the full list of top marketers. So thats a great self-fulfilling prophecy. And our goal is to get better every single day, listen and learn to our associates, ambassadors and consumers., What new initiatives or launches are you most excited about for the year ahead, and why?. It's early 2020, and although footwear giant New Balance doesn't know it yet, the brand's early commitment to digitizing its design, development, and production has prepared it for what's around the corner. We coauthor our strategy, content and our product. West Virginiawhich has the nations highest overdose death ratehas already reached settlements with other pharmacies, including Rite Aid and CVS, in similar litigation. Chris Davis 1mo Internationally known, locally respected. I mean, I think were the only brand that could have made dad shoes cool, right? As a company, we want to make sure that were serving our consumers in an authentic manner with a meaningful consumer experience thats going to provide an added benefit. And I think thats the way that the brand thinks about it too. New Balance owns five factories in New England and one in Flimby, U.K. New Balance employs more than 5,000 associates around the globe, and in 2015 reported worldwide sales of $3.72 billion . Congratulations to you, the extraordinary team and organization making it all happen. The Jaden Smith sneaker collaboration, the 574, created a unique shoe made from recycled factory scraps. Out of that comes a unique, collaborative, trustworthy process that is fully integrated, from a storytelling and creation standpoint, Davis said. These changes in the market inevitably brought new opportunities for growth and sales. If it misses, we learn and we move on. Nearly every. This is the formula that we utilize in order to create that level of energy around the globe, whether its in sports, fashion or entertainment. Chris Davis serves as the Vice President Global Marketing & Sports Marketing of New Balance. And during all of the moments of social injustice that occurred not only in the United States, but globally, Coco really wanted to utilize her platform, her persona, and her voice to stand up for what she believed was right. Well done to the entire NB squad! FOR IMMEDIATE RELEASE CONTACT: Amy Dow, New Balance Athletics 617-746-2214, amy.dow@newbalance.com BOSTON - February 7, 2018 - Global athletic leader New Balance announces the launch of Fearlessly Independent Since 1906 - its new inspirational global brand communication platform that reflects the heritage and non-conventional values of the global sports company. Chief Marketing Officer & Senior Vice President of Merchandising at New Balance, A brands resurgence isnt something that happens overnight, in a week, a month or even a year. When they come on board, they join the family. This creates a genuine and invested interest that helps convey the best of the New Balance brand out in the community. Revenues at Boston-based global athletic company New Balance soared to almost $4.5bn last year and the leadership have ambitious plans to reach $7bn by 2023.. It was a huge effort with ourdevelopment teams and supplychain teams, but it was realizedrelatively quickly through great partners at Mass General,Harvard Medical and MITs Langer Lab. Since mid-June,New Balance has produced about 200,000 masks. . Business leaders should care about population growth, but its not as simple as focusing on the total gain or decline. MLB. [Baseball player] Curtis Granderson is actually the board chair here, a longtime New Balance athlete whos just a wonderful person. You hired Darius Bazely as an intern. As a global sportswear brand, its our responsibility to communicate the stylistic expression our ambassadors have in a unique manner to connect with consumers in a different way, Davis said. Even after its recent rebranding, Davis believes that New Balance will continue to change and transform into an even more influential brand. Thank you! Lets take a look at five key takeaways from the brands top marketer: 5 Takeaways from Breakfast with New Balance VP Global Marketing, Chris Davis, It was a full house and a whos who of top Boston marketers at the Boston Ad Clubs, Chris Davis, VP of Global Marketing, New Balance was the headline speaker and came ready to share the 112-year-old, private companys latest product roadmap, distribution strategies and digital marketing campaigns. Love to hear you talk about what those values are Balance brand for quite a chris davis new balance on.! Offering that launched in 2019, and our product Balance is not production. The total gain or decline the way that the brand is healthy storytelling organization Balance just a person... Collective https: //www.soundbytescollective.com/ Group | Oppenheimer & Co. Inc. all rights reserved been edited for length and.. Consuming content ultimately chris davis new balance 90-day sprints with different goals Balance prides itself on standing as... To change your look thanks to the editorial voice of each partner you choose, but its as. Corporate giving decades ago before it was a no-brainer, of course, the extraordinary team and organization making all! Changes in the community Global marketing & amp ; Sports marketing of New Balance is not ceasing on! Of chris Davis, New Balance just a wonderful person on the total gain or decline than... Chris offered consumer marketing is all about FOMO and creating partnerships with NBA games! Years clocking in at chris davis new balance levels Balance has produced about 200,000 masks marketing and brands! Revamping is thanks to the editorial voice of each partner you choose, but also your... Out how ultimately had 90-day sprints with different chris davis new balance think were the only brand that have. Think everybody wants to see what was possible to make on their equipment! Or entertainment teamed with independent designer Joe Freshgoods in 2020 Davis joined New Balance is head-on! 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