When you look at the sneaker landscape today, it feels like New Balance has always been cool. It’s easy to forget that not too long ago, the brand was basically the official uniform of lawn-mowing suburban dads and Steve Jobs. The transformation into a high-fashion, high-performance powerhouse didn't happen by accident. Much of it can be traced back to the desk of Chris Davis New Balance Brand President and Chief Marketing Officer.
Honestly, it's one of the most impressive turnarounds in modern business.
Chris Davis, the son of New Balance owner Jim Davis, didn't just walk into a corner office and keep things steady. He completely flipped the script on how the company talks to people. Since 2008, he’s climbed the ranks, but his tenure as CMO since 2020 has been the real game-changer. He’s the guy who decided that being "the best, not the biggest" was the only way to beat titans like Nike and Adidas.
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Why Chris Davis New Balance Strategy Is Different
Most big brands just throw money at the biggest celebrities and hope for the best. Chris Davis took a different path. He implemented a "50/30/20" budget model that sounds kinda boring on paper but is actually pretty radical in practice. Basically, 50% of the money goes to stuff they know works. 30% goes to calculated risks. But that last 20%? That’s for pure experimentation—things that might totally fail but could also define the next decade of street culture.
That’s where the magic happens.
Under his leadership, New Balance moved away from spending 70% of its budget on "transactional" marketing—like Google ads that just scream "buy this shoe"—and flipped it. Now, 70% of their effort goes into storytelling. They want you to feel something before you ever reach for your wallet.
The "Fewer, Bigger, Better" Approach
You’ve probably noticed that New Balance isn't signing every single athlete on the planet. That’s intentional. Chris Davis talks a lot about "partnership over sponsorship." He doesn't want to just slap a logo on a jersey. He wants athletes who actually fit the "Fearlessly Independent" vibe.
- Shohei Ohtani: Signing the biggest name in baseball wasn't just about sports; it was about global relevance.
- Coco Gauff: They caught her early, betting on her potential before she became a household name.
- Jack Harlow: This helped bridge the gap between "dad shoe" and "club shoe" almost overnight.
- Cooper Flagg: Snagging the No. 1 NBA draft pick early showed that the brand is looking years into the future, not just at next month’s sales.
From Dad Shoes to Fashion Week
It’s wild to think about.
Ten years ago, if you wore New Balance to a fashion show, people might have thought you were the janitor. Today, thanks to Davis’s focus on collaborations with brands like Aimé Leon Dore and designers like Joe Freshgoods, the 990 is a status symbol.
He realized that the "dad shoe" trend wasn't a joke—it was an opportunity. Instead of running away from their heritage, they leaned into it. They kept the quality high (Made in USA/UK lines) but changed the context. They started "co-authoring" shoes with people who actually live in the culture.
The Numbers Don’t Lie
If you’re wondering if this "storytelling" stuff actually pays the bills, just look at the revenue. Under Chris Davis, New Balance saw its sales grow by 23% in 2023 alone, hitting a staggering $6.5 billion. By 2024, they were on a roadmap to nearly $10 billion.
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Forbes even ranked him as the #2 most influential CMO in the world in 2025. Not bad for a brand that used to be known mostly for having extra-wide sizes.
He also hasn't forgotten the local roots. As we move through 2026, Davis has taken a seat on the honorary board for the FIFA World Cup 26 in Boston. He’s pushing to make sure the city—and the brand—is at the center of the global stage. It’s not just about selling sneakers anymore; it’s about owning the cultural moment.
What You Can Learn from the New Balance Playbook
You don't need a billion-dollar budget to use these insights. The core of what Chris Davis New Balance has built is about authenticity and taking risks.
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- Stop chasing everyone: Focus on the people who actually align with your values. It’s better to have 1,000 obsessed fans than 100,000 people who "sorta" like you.
- The 20% rule: Always leave room for projects that have a high chance of failure. If you aren't failing occasionally, you aren't being creative enough.
- Lead with the "Why": People don't buy shoes; they buy the story the shoes tell about who they are.
- Stay Independent: New Balance is one of the last privately held major athletic brands. This allows them to think in decades, not just quarterly earnings calls.
Whether you're a sneakerhead or a business owner, the rise of New Balance is a masterclass in staying true to your roots while ruthlessly innovating. It’s about being "fearlessly independent"—a motto that Chris Davis has turned into a multi-billion dollar reality.
Actionable Insight: Look at your own brand or projects. Are you spending 70% of your time just trying to "close the sale," or are you telling a story that makes people want to be part of your world? Flip your focus toward brand building for the next 90 days and watch how the quality of your audience changes.