New Balance’s secret for reaching youthful "gamechangers"

New Balance, the sportswear manufacturer, has adopted a nuanced strategy as it seeks to reach youthful "gamechangers" who have the power to influence broader perceptions of its brand.

Pat Cassidy is tasked with solving a significant marketing paradox.

The difficulty of his conundrum is illustrated, in part, by an unusual job title – or, more specifically, his position as Head/Global Gamechanger Consumer Group at New Balance,

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