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The Rival Pod: Episode 5 with Chris Davis, CMO of New Balance
With New Balance approaching 120 years and $10B in revenue, it felt like the right time to sit down with the person helping drive that run - Chris Davis, CMO of New Balance.
How New Balance Became a Global Brand Without Losing Its Soul
On The Rival Pod, Chris Davis, CMO of New Balance, broke down how a family-owned challenger brand became one of the most culturally relevant athletic companies on the planet - without going public, chasing trends, or losing what made it special.
From a chicken-foot arch insert company founded in 1906 to a $10B global powerhouse, Chris shared the strategy, philosophy, and patience behind one of the great brand-building stories in modern sport.
Episode 5 of the Rival Pod
Below are the key takeaways, straight from Chris.
From Family Brand to World-Class Athletic Brand
New Balance has been part of Chris's life since birth — his father bought the company in 1972. That relationship shapes everything.
The strategic shift started about a decade ago: transform New Balance from a great product company into a world-class athletic brand. That meant moving from tangible to emotional — from "moisture-wicking" to inspiring.
"If you don't have the courage to disrupt yourself, you ultimately will become disrupted."
The Budget Framework That Changed Everything
Two operational shifts drove the transformation:
A 50/30/20 budget split - 50% proven tactics, 30% calculated risk, 20% high-probability-of-failure experiments. If something worked in the 20% bucket, it moved up. Self-fulfilling innovation engine.
Then they flipped the funnel. When Chris joined global marketing, 70% of spend was lower-funnel, transaction-focused. Now 70% is upper funnel - brand love, storytelling, emotional connectivity.
"Growth and comfort are two concepts that can never coexist."
The Most Boutique Sports Marketing Brand in the World
Ten years ago, New Balance barely had athletes. Now the roster includes Coco Gauff, Shohei Ohtani, Kawhi Leonard, Josh Allen, Sydney McLaughlin, and Cooper Flagg — among others.
The pitch to every athlete is the same four things: you'll be one of few, not one of many. Everything is co-authored. We're here to have fun. And everything we do will be premium.
Every contract also includes a social responsibility component - time, product, or resources back to charity. No exceptions.
"They're not joining New Balance as a football player. They're joining New Balance as a brand ambassador."
Global Brand, Local Feel
About 65-70% of New Balance's business is now outside the US — a shift that happened roughly five years ago. The key to maintaining cohesion globally: campaigns with no copy, global athletes, and a singular North Star.
"If your brand means something different in every market, it's really hard to have a singular global message."
Culture Isn't an Add-On
Musicians, chefs, gaming creators — Chris views cultural ambassadors the same way as athletes. They have to have a genuine interest in sport, a fiercely independent mindset, and want a partnership, not a sponsorship.
Current gaming ambassadors include SV2 (the biggest EA FC player) and Cidion (one of the most prominent female gaming creators globally).
"We don't have any sponsorships. All we have is partnerships."
Heritage Brand vs. Brand With Heritage
New Balance is a brand with heritage — not a heritage brand. The difference: one honors its past and relentlessly innovates. The other just relies on it.
Their most iconic ad captures it perfectly: a photo of the 990 with the line, "Worn by supermodels in London and dads in Ohio."
"People want authenticity and honesty. We're able to make fun of ourselves and understand exactly who we are."
The Lightning Round
Favorite athlete growing up? Deion Sanders. Then Manny Ramirez and Tom Brady.
Favorite athlete today? Can't pick a favorite child - but if forced: Coco Gauff.
Favorite video game? EA FC (formerly FIFA). Always.
Best live sports moment? Malcolm Butler's Super Bowl interception. Brady's comeback against the Falcons. Landon Donovan vs. Algeria, 2010.
Favorite city for a game? Manchester. (Old Trafford or the Etihad - Liverpool's up there too.)
One rule you'd change? Soccer offside. Too many goals called back on millimeters.
Hot take for 2026? "The gamification of sports in all facets is going to continue to rapidly grow. It's the most valuable media property that exists."