Thu9:15AM ← All 2018 Sessions


Aligned 2018 Session:Fearlessly Independent


Being independent has been a key part of the New Balance ethos since 1906, and plays a huge role in where they’re headed. With a continued focus on the customer needs and being the best - not the biggest - New Balance has launched a new marketing campaign that calls on a growing demographic of fearless independents, while also staying loyal to the customers who have been with them since the beginning. To New Balance, ‘fearlessly independent’ is a motto that everyone can rally around, be it a customer or a specialty retailer.


In this session, attendees will hear more about:

  • Being independent and breaking away from what is expected
  • How to set themselves apart from the status quo
  • Why your own platform and message will help you stand out and be competitive
  • Creating a story that transitions from a national message to a local impact
  • Telling a story that can reach new demographics while still staying loyal to their original customer
  • How to push boundaries while staying true to your brand
  • Why digital/social are so important to a marketing mix

Session Speakers

Chris Davis  
Vice President, Global Marketing, New Balance Athletics, Inc.

Chris Davis, Vice President, Global Marketing, New Balance, has been a member of the New Balance team since the day he was born but started officially working at the company in 2008. Since then, he has gained significant experience at Warrior Sports and New Balance Athletics in merchandising, manufacturing, product management, brand management, and sports marketing.

Davis is an entrepreneurial manager with a passion for developing dynamic, global teams. He cultivates a progressive, results-driven environment of teamwork, creativity and calculated risk. During his time at Warrior Sports and New Balance Sports Marketing, Davis was a part of the team to successfully negotiate contracts with premier global athletes and entities including, Milos Raonic (2015), Liverpool Football Club (2012) and Boston Red Sox (2011). During his tenure, Davis also pioneered New Balance’s entry into categories including, Baseball, Global Football, Skateboarding and Global Sportstyle Footwear through strategic business plan development, product development infrastructure, marketing strategies and distribution planning.

In his role as Vice President of Global Marketing, Davis is responsible for overseeing the New Balance’s marketing initiatives around the world to ensure a consistent brand voice and experience for consumers.

Davis is an Active Board member of Thompson Island Outward Bound (2016-present) and Ball and Buck Inc. (2015-present). He graduated from Middlebury College, where he was a student-athlete. Davis is an avid outdoorsman and enjoys skiing, hiking and fishing. He currently resides in Boston with his wife, Kara, and their dog, Fiona.