28 Feb '18, 3am

How New Balance Sneakers Went From Steve Jobs Favorite to Sneakerhead Must-Have | GQ

How New Balance Sneakers Went From Steve Jobs Favorite to Sneakerhead Must-Have | GQ

There's a scene in the 2011 Ryan Gosling/Steve Carrell bromance comedy Crazy, Stupid, Love where Ryan's character throws Steve's New Balance sneakers over the balcony at a mall in disgust. He sarcastically asks if Carrell's character is wearing them because he is actually Steve Jobs. The joke works, because that's basically the reputation New Balance has had with most American men. But just four years later, that's all different, thanks to collaborations with cool-guy brands like Concepts, Wings & Horns, and a partnership with J.Crew. Mobilizing older guys to buy into the cushy comfort of New Balance is one thing, but convincing their kids to do it is an entirely different battle. Here, we spoke to strategic business manager Chris Davis about how they're prepared to win said battle.

Full article: https://www.gq.com/story/new-balance-sneakers-interview

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