Aimé Leon Dore's Teddy Santis Is Joining New Balance as Creative Director
Teddy Santis, the founder and creative director of New York-based label Aimé Leon Dore, has just been named the creative director of New Balance Made in USA. The Boston-based footwear brand has collaborated with Santis numerous times in the past, with each release selling out quickly.
The news came by way of a full-page ad in The Sunday New York Times, as well as two photos on Instagram where Santis expressed his thanks to the New Balance team for trusting him with the "soul of the brand" as creative director.
Santis' first product will reportedly launch in 2022. The collection will focus on elevating the brand's Made in USA platform, a line that supports American-made shoes and the local workers who make them.
"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," Santis said. "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."
"Made in USA is 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. 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," added Chris Davis, chief marketing officer at New Balance.
One thing's for sure: Exciting things are on the horizon here. The only problem? Waiting until 2022 when Santis' first product comes out.