You don\u2018t need to be a sneakerhead to know about New Balance\u2014I know I\u2019m not.<\/p>\n
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.<\/p>\n
So, what\u2018s the brand\u2019s secret sauce to staying relevant longer than we’ve been alive?<\/p>\n
<\/a><\/p>\n New Balance Marketing Associate Calvin Goncalves<\/a> says thoughtful partnerships and innovative strategies play a huge role. Goncalves is an expert with a lot on his plate.<\/p>\n He\u2018s part of a team at New Balance that plans out the brand\u2019s strategy years in advance while considering past campaigns and what worked or didn’t work in previous years.<\/p>\n He knows a lot about brand partnerships, having been involved in New Balance\u2018s creative collaborations with DLTR and Joe Freshgoods.<\/p>\n Fortunately, Goncalves told us what it\u2019s like to walk in his shoes (pun intended), and we chatted about innovation, collaborations, and the best way to partner with others in a campaign.<\/p>\n Goncalves says partnerships are great for go-to-market strategies because they expose products and services to new audiences.<\/p>\n But working with influencers is a doozy, so here are some of his tried-and-true tips for getting it right.<\/p>\n Goncalves says brands should avoid forcing a partnership if the chemistry isn\u2018t there. He mentions New Balance\u2019s partnership with Joe Freshgoods as an example.<\/p>\n \u201cWhen we bring outside people in, like a Joe Freshgoods, from a brand level\u2014we don’t force it,\u201d he says. \u201cWe allow them to be themselves but also ensure it’s good for the brand. Instead of trying to force these concepts on people, we say, ‘This is the product that we have. What do you envision?’\u201d<\/p>\n In other words, partner with a brand that is already aligned with your values, show them what your brand brings to the partnership (e.g., a new product or service), and collab, collab, collab.<\/p>\n \u201cWe do this instead of just trying to pick the most popular person, shoe, or moment,\u201d he says. \u201cWhen we just stick all these things together, the collaboration comes across as watered down and tacky.\u201d<\/p>\n Which brings me to our next point.<\/p>\n Picture this all-too-likely scenario: You’re in a pitch meeting with your team to brainstorm some hip, trendy influencers who might want to partner with your brand. (Side note: Am I hip and trendy if I say<\/em> the words hip and trendy?)<\/p>\n And then your coworker has a great idea. \u201cOoh, ooh!\u201d he says, shooting out of his seat. “How about Addison Rae<\/a>? She has 88 million followers\u2026 How perfect?”<\/p>\n Goncalves says this is a mistake.<\/p>\n \u201cOkay, cool, someone might have 15 million followers on TikTok, but do they fit your brand?\u201d Goncalves asks. \u201cPeople are very savvy, and you don’t want anyone to think of something as a money grab.\u201d<\/p>\n Instead, Goncalves suggests considering the ideas and vision you already have for your brand and seeking partnerships with people who align with those goals.<\/p>\n \u201cDo a lot of research and listen to what people are saying,\u201d he says. \u201cIf you’re getting talent, you must vet them because it could blow up in your face. You need to know the right partner; that’s the most important thing.\u201d<\/p>\n New Balance is just shy of 120 years old, and Goncalves credits the company’s longevity to its obsession with innovation.<\/p>\n \u201cWe have to be innovative to compete with the bigger brands that are on the rise right now.\u201d<\/p>\n An example of innovation came from an event New Balance hosted with collaborator DLTR in Atlanta, Georgia.<\/p>\n For the event, the New Balance team decided to go all-out with an ice cream truck wrapped in images of the sneaker, plus CGI and 3-D modelling of the shoe.<\/p>\n The brainstorming session resulted in the perfect summertime event to promote the launch of New Balance x DLTR’s sneaker line, Gelato.<\/p>\n Local children and families were served free ice cream from a Gelato-themed truck as kid influencers like King Moore<\/a>, Heiress Harris<\/a>, Semaj<\/a>, and Royal Rose World<\/a> put on a performance.<\/p>\n Other highlights included games and a face-painting station.<\/p>\nThe Do\u2018s (and Don\u2019ts!) of Brand Partnerships, According to a New Balance Marketer<\/h2>\n
1. Act natural. Don’t force it.<\/h3>\n
2. Don’t just stick your best shoe onto the trendiest TikToker.<\/h3>\n
3. Be innovative.<\/h3>\n