Teddy Santis is the new creative director of New Balance MADE in the USA

Known for being the founder of Aimé Leon Dore, Teddy Santis has been recently appointed creative director of New Balance MADE in the USA. The announcement came from Santis himself via an Instagram post, confirming the start of the collaboration between the two parties from 2022. 

The MADE line in the USA will mainly be based on models such as the New Balance 992, the 993 and the 990v5, using a quantity of material produced in the United States equal to 70% or more, and will be manufactured in one of the five factories of the brand divided between Maine and Massachusetts. “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. “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.” 

The appointment of Santis and the creation of the MADE line in the USA comes at the end of a period that has seen New Balance reborn thanks to a series of successful collaborations and the relaunch of some of its most iconic models. Santis, thanks to its brand Aimé Leon Dore, was one of the protagonists of this rebirth, finding the most suitable aesthetic key to bring New Balance into 2020 without making the brand lose its authenticity. It will therefore be interesting to see how and in what way the birth of MADE in the USA will be able to carry on this discourse this time from an internal perspective of the American brand.