New Balance has come a long way in the past decade. When I started with the company it was a locally owned retailer run by the Deck brothers, ShopNewBalance.com. Not long into my tenure, New Balance realized the potential of online shopping and purchased the company which is why the online presence is based in St. Louis and not the Boston headquarters.
Once we had refined the branding of NewBalance.com it was easy to template much of the work. Warrior and PF Flyers were brought under the New Balance umbrella at the perfect time. I was able to pivot and grow these teams and explore a space that was less established.
