New Balance is ready for its hypebeast moment. Teddy Santis, founder of beloved New York-based label Aimé Leon Dore, has been announced as the new creative director of New Balance’s Made In USA line.
“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 an official 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.”
Santis signed a multi-year deal with the company with his first products expected to drop in 2022. This isn’t his introduction to New Balance, either. Santis has collaborated with the brand since 2019, releasing coveted limited-edition sneakers with Aimé Leon Dore. As noted by GQ, the shoes have been selling above retail on resale sites like StockX.
“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,” New Balance’s Chief Marketing Officer Chris Davis said in an official statement. “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.”