This is the conclusion of ESNY’s three-part series looking at the extraordinary relationship between New York Mets superstar shortstop Francisco Lindor and New Balance.
New Balance has used the brand’s relationship with New York Mets’ shortstop Francisco Lindor as the model for its vision for a new type of global ambassador.
Rather than the shallow sponsorships that most companies have, New Balance wants to form deep connections with their partners, involving the athlete in every step of the process.
According to Pat Cassidy, New Balance’s Global Director of Consumer Brand Marketing and Athlete Activation, the brand doesn’t only want to rely on the talent and performance of the athlete on the field, but their personality and values are the centerpieces of the relationship.