The Power of Partnerships and Innovation, according to New Balance’s Calvin Goncalves – InstantFollowerz

You don’t have to be an asshole to know about New Balance – I know I’m not.

The 118-year-old shoe company is everywhere, from TV to film to neighborhoods, despite changes in fashion, consumers and the way people find and buy new products.

So what’s a brand’s secret sauce to staying relevant longer than we live?

New Balance Marketing Associate Calvin Goncalves says that thoughtful partnerships and innovative strategies play a big role. Goncalves is an expert with a tear on his plate.

He is part of a team at New Balance that plans brand strategy years in advance by taking into account past campaigns and what has worked or not in previous years.

He knows a lot about brand partnerships, having been involved in New Balance’s creative collaborations with DLTR and Joe Freshgoods.

Luckily, Goncalves told us what it’s like to walk in his shoes (pun intended), and we talked about innovation, collaboration, and the best way to partner with others on the campaign.

The dos (and don’ts!) of a brand partnership, according to a New Balance marketer

Goncalves says partnerships are great for go-to-market strategies because they expose products and services to new audiences.

But working with influencers is a pain, so here are some of his tried-and-true tips on how to do it right.

1. Natural act. Don’t force it.

Goncalves says brands should avoid forcing a partnership if there’s no chemistry. He cites New Balance’s partnership with Joe Freshgoods as an example.

“When we bring in external people, like Joe Freshgoods, from the brand level – we don’t force it,” he says. “We let them be themselves, but we also make sure it’s good for the brand. Instead of trying to force these concepts on people, we say, ‘This is the product we have. What do you imagine?”

In other words, partner with a brand that already aligns with your values, show them what your brand brings to the partnership (eg a new product or service) and collaborate, collaborate, collaborate.

“We’re doing this instead of just trying to pick the most popular person, shoe or moment,” he says. “When we’re just holding all these things together, the collaboration feels watered down and sticky.”

Which brings me to our next point.

2. Don’t just put your best shoe on the hippest TikToker.

Imagine this very likely scenario: You’re in a meeting with your team to brainstorm some hip, trendy influencers who might want to partner with your brand. (Note: Am I fashionable and trendy if I am say the words hip and trendy?)

And then your colleague has a great idea. “Ooh, ooh!” he says, shooting up from his seat. “How about Addison Rae? He has 88 million followers… How perfect?”

Goncalves says this is a mistake.

“Okay, great, someone might have 15 million followers on TikTok, but do they fit your brand?” Goncalves asks. “People are very smart and you don’t want anyone to think of anything as a money grab.”

Instead, Goncalves suggests looking at the ideas and vision you already have for your brand and looking to partner with people who align with those goals.

“Do a lot of research and listen to what people are saying,” he says. “If you get talent, you have to tell yourself because it might blow up in your face. You have to know the right partner; that’s the most important thing.”

3. Be innovative.

New Balance is only 120 years old, and Goncalves attributes the company’s longevity to its obsession with innovation.

“We have to be innovative to compete with the bigger brands that are currently on the rise.”

An example of innovation came from an event New Balance organized with collaborator DLTR in Atlanta, Georgia.

For this event, the New Balance team decided to go all out with an ice cream truck wrapped in pictures of the sneaker, plus CGI and 3-D modeling of the shoe.

The brainstorming session resulted in the perfect summer event to promote the launch of the New Balance x DLTR sneaker line, Gelato.

Local kids and families were served free ice cream from a Gelato-themed truck, just like the kids love it King Moore, Heiress Harris, Sowand Royal Rose World put on a performance.

Other attractions include games and a face painting station.

“I was in Atlanta for that activation,” he says. “I got to see it come to life. It’s honestly the coolest thing I’ve ever done.”

Remember what we said about achieving the right partnership? Well, there’s a reason why DLTR was chosen to work with New Balance.

“DLTR knows their community and they know their audience, so that’s why we partnered with them,” he says. “They actually brought in live child models and influencers who are big in their market. And then we made the perfect balance.”

4. Use a blast from the past.

Let’s go back to our earlier mention of New Balance’s latest collaboration with Joe Freshgood. The partnership consists of two pairs of sneakers called the “When Things Were Pure” pack that pay homage to early 2000s and Y2K fashion.

Goncalves says nostalgia is a great marketing tool that can create creative and authentic partnerships.

“I always suggest getting into some nostalgia whenever you’re doing something,” he says.

Goncalves suggests thinking about a nostalgic moment and finding ways to connect it with your new audience.

For example, watching the DLTR collaboration video reminded me of summer block parties from my childhood and begging my parents for a few bucks for ice cream or standing in line with friends anxiously waiting to get our faces painted.

5. Remember, teamwork makes the dream work.

Partnerships and collaborations are opportunities to exchange new ideas, reach different audiences and create innovative, strategic campaigns. However, a partnership is only as good as the teamwork behind it.

“The most important thing I would like to emphasize is teamwork and cross-functional work,” explains Goncalves. “You see the finished product, but many teams are working to make it happen.”

Like my high school coach, Goncalves says teamwork is the key to the success of any partnership, whether with a creator or another brand.

“The biggest thing for me is being a team player, whether I’m leading or stepping back,” he says. “I really want to say that teamwork is the basic recipe for getting things done.”