Preparing Boys for Life

Sports Business Daily: New Balance Global Director of Consumer Marketing Patrick Cassidy '95

By Joe Perez, Sports Business Daily

New Balance Global Dir of Consumer Marketing Patrick Cassidy (@NewBalance) describes the brand’s foray into the basketball shoe space with Raptors F Kawhi Leonard leading the charge much like someone who won the lottery. Cassidy said, “This success, this momentum has come pretty fast. Our launch strategy was a long-term one, and the success we’re experiencing with Kawhi -- it’s here and not down the road. First and foremost, we are making sure he has the right product to excel on the court. We were looking for an elite athlete who would help us build the New Balance basketball brand globally, someone who is going to get in there with us and have ideas and be engaged. He has.” Read the story >