What makes an athlete choose one brand over another?
In Episode 2, Linda Boff goes inside New Balance’s approach to athlete partnerships with Rich Paul, Chris Davis, Gabby Thomas, and a leading sneaker journalist. From moving beyond traditional endorsements to building long-term relationships and authentic athlete stories, we explore why New Balance chose to play the game differently—and why athletes noticed.
Because today, the biggest partnership might not be about the biggest paycheck.
0:00 Introduction
0:54 Endorsement vs. Partnership
4:46 The Big First Example: Darius Bazley
7:36 Not A Numbers Game
11:36 Why It Works
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