New Balance has appointed Teddy Santis creative director of its MADE In USA tagline.

Santis is the founder of New York-based fashion label Aimé Leon Dore. His first collection as creative director is expected to drop in early 2022.

“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,” said Santis in a press release. “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.”

New Balance MADE in USA is a lifestyle-geared line, centered around popular models like its 992, 993 and 990v5. Each MADE in USA pair promises a domestic material value of 70 percent or greater, and is constructed at one of New Balance’s five facilities in Maine or Massachusetts.

“Made in USA are 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,” stated Chris Davis, chief marketing officer at New Balance.

“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.”

Photo courtesy New Balance