New Balance named Chris Passarell to the position of senior marketing manager, global sports. Passarell will lead Integrated Marketing for the Performance SBUs (Running, Sport, Outdoor and Kids) and Creative Services. Passarell was most recently with Russell Athletic where he was VP of Marketing for the U.S. and international markets. 


Prior to that, he was general manager of the Bike Athletic apparel and equipment brand and managed consumer research and strategic planning for ESPN, Unilever and the NFL.

“As we continue to grow our footwear and apparel brand through all elements of the marketing mix, Chris’ experience and leadership in marketing and consumer insights will help us drive innovative programs that promote the performance aspects of the New Balance brand,” says Christine Madigan, director of global marketing and brand management at New Balance.


Passarell earned his Masters of Science, Sports Management at the University of Miami and his B.A. at Geneseo State University in New York. Passarell and his family will relocate from Atlanta to the company’s Boston headquarters. 


Kevin Tripp, senior integrated marketing manager, will continue to manage Retail and Channel Marketing, Brand Programs and Lifestyle SBU integrated marketing for the New Balance brand.