A Different Take with Linda Boff
A Different Take with Linda Boff

Why Are The World's Biggest Athletes Choosing New Balance?

September 16, 2026

AI Summary

5 min read

Why Are The World's Biggest Athletes Choosing New Balance?

The conventional wisdom in sports marketing has long been that the biggest athletes go to the biggest brands offering the biggest checks. But New Balance has quietly built a roster that includes Shohei Ohtani, Kawhi Leonard, Josh Allen, Gabby Thomas, and Cooper Flag without playing that game. The company's CMO and brand president Chris Davis puts it bluntly: "We're not going to sponsor anybody. It's only partnerships." That distinction—between a transactional endorsement and a genuine partnership—is the central argument of this conversation, and it explains why some of the world's most sought-after athletes are choosing a brand that doesn't try to sign everyone.

The Partnership vs. Endorsement Distinction

Rich Paul, founder and CEO of Klutch Athletics, draws a sharp line between the two models. Most agents, he says, "are focused on the transaction. They don't understand the shoe business. They don't really know cool." He watches athletes sign deals with big numbers and knows "the partnership isn't going to work." His alternative: "If the number might have been smaller, but you picked the right partner, you're gonna do that 10X or maybe 15X."

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What you'll learn

  • 1 (00:27) **Introduction: The Shift in Athlete Endorsements** - Linda Boff sets up the core puzzle: top athletes are choosing New Balance, and not always for the biggest check.
  • 2 (01:27) **Rich Paul on Transaction vs. Partnership** - Rich Paul explains his long-term philosophy for athlete deals, prioritizing genuine partnerships over simple transactions.
  • 3 (02:37) **The Mechanics of a True Partnership Deal** - Rich Paul details what separates a sponsorship from a partnership, focusing on strategy and media investment.
  • 4 (04:12) **Gabby Thomas: The Athlete's Experience of Partnership** - Olympic medalist Gabby Thomas contrasts the feeling of a transactional endorsement with the value of a true partnership.
  • 5 (06:20) **Case Study: The Million Dollar Internship** - Rich Paul and Chris Davis discuss the unconventional path of NBA player Darius Baisley, who did a "million dollar internship" at New Balance instead of playing college basketball.
  • 6 (09:08) **New Balance's "Partnerships Only" Strategy** - Chris Davis, New Balance's CMO, outlines the brand's core strategy: they will not sponsor anyone, only create partnerships.
  • 7 (10:21) **Identifying the Right Athlete Profile** - Chris Davis explains the rigorous process for selecting athletes who fit the New Balance model.

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Guests on this episode

Chris Davis Rich Paul Gabby Thomas

Show Notes

What makes an athlete choose one brand over another? In Episode 2, Linda Boff goes inside New Balance’s approach to athlete partnerships with Rich Paul, Chris Davis, Gabby Thomas, and a leading sneaker journalist. From moving beyond traditional endorsements to building long-term relationships and authentic athlete stories, we explore why New Balance chose to play the game differently—and why athletes noticed. Because today, the biggest partnership might not be about the biggest paycheck. 0:00 Introduction 0:54 Endorsement vs. Partnership 4:46 The Big First Example: Darius Bazley 7:36 Not A Numbers Game 11:36 Why It Works

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A Different Take with Linda Boff

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