The Energy of Partnerships and Innovation, According to Calvin Goncalves of New Balance

You don’t have to be a sneakerhead to hear about New Stability—I know I’m not.

The 118-year-old footwear company is everywhere from TV to movies to office barbecues, regardless of how styles, shoppers and the way people search for and buy new products change.

So what is the emblem’s secret to staying the same longer than we’re alive?

Calvin Goncalves, associate at New Stability Promoting and Advertising, says thoughtful partnerships and cutting-edge strategies play a critical role. Goncalves is a certified with so much to do.

He is part of a group of New Stability workers who plan the emblem’s methodology years in advance, taking into account previous campaigns and what worked and what didn’t in previous years.

He is very into logo partnerships, having been involved in New Balance’s creative collaborations with DLTR and Joe Freshgoods.

Luckily, Goncalves explained to us what it means to walk in his shoes (pun intended), and we chatted about innovation, collaborations, and the best way to collaborate with others on an advertising campaign.

The Dos (and Don’ts!) of Brand Partnerships, in Step with a New Stability Marketer

Goncalves argues that partnerships are great for go-to-market strategies because they allow you to spread your services and products to new audiences.

On the other hand, collaborating with influencers is a daunting task, so here are some of her tried-and-true tips for doing it right.

1. Act naturally. Don’t feed it.

Goncalves says manufacturers should avoid forcing a partnership if there’s no chemistry. He cites New Stability’s partnership with Joe Freshgoods, for example.

“Once we outsource to other people, like Joe Freshgoods, from a logo level, we don’t feed them,” he says. “We let them be themselves, but we also make sure it’s very good for the emblem. Instead of trying to feed those concepts to other people, we say, ‘This is the product we have. What do you imagine?’”

Simply put, choose a logo that already aligns with your values, show them what your logo brings to the partnership (e.g., a completely new product or service), and collaborate, collaborate, collaborate.

“We do that instead of just trying to pick the specific individual, the shoe, or the most popular 2d,” he says. “Once you put a lot of those issues together, the collaboration feels watered down and tasteless.”

And that takes me to the next level.

2. Don’t just stick the perfect shoe you can imagine on the trendiest TikToker.

This all-too-likely state of affairs is this: You’re in a pitch meeting with your team of employees brainstorming some hip and trendy influencers who might want to collaborate with your logo. (Follow the question: Are they hip and trendy if Say the words “hip” and “trendy”?)

And then your co-worker has an ideal concept. “Ooh, ooh!” he says, snapping photos from his seat. “How about Addison Rae? She has 88 million fans… How much better is that?”

Goncalves claims this is a mistake.

“Pretty good, cool, anyone would have maybe 15 million fans on TikTok, but on the other hand, do they fit your logo?” Goncalves asks. “People are very savvy and you don’t want anyone to see something as a theft of money.”

Alternatively, Goncalves suggests taking the guidelines and vision you already have for your logo and seeking partnerships with people who share those goals.

“Do a lot of research and be aware of what people are advertising,” he says. “If you’re getting skills, you’re going to have to look into them because they’re going to blow up in your face. You want to know the right partner; that’s a big deal.”

3. Be innovative.

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

“We’re going to have to be innovative to compete with the larger manufacturers that may be on the rise right now.”

An example of innovation was provided by an event organized by New Stability with collaborator DLTR in Atlanta, Georgia.

To promote the initiative, the team at New Stability decided to go big, building an ice cream truck decorated with photos of the sneaker, as well as making CGI and 3D models of the shoe.

The brainstorming session led to the perfect summer event to hawk the release of New Stability x DLTR’s Gelato sneaker line.

Local children and families were served ice cream by the slice from an ice cream-themed truck, while influencers including King Moore, Heiress Harris, Semaj and Royal Rose International put on spectacular performances.

Other highlights included video games and a face painting station.

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

Remember what we said about the suitable partnership score? Smartly, there is a reason why DLTR was once determined to work with New Stability.

“DLTR knows their workforce, they generally know their audience, so that’s why we partnered with them,” he says. “They actually offered live child models and child influencers who are huge in their market. And then we made it a really good balance.”

4. Use a blast of air from the first.

Let’s go back to our previous indication of New Stability’s latest collaboration with Joe Freshgood. The partnership consists of two pairs of sneakers known as the “When Problems Had been Herbal” pack that can be an homage to the early 2000s and Y2K style.

Goncalves argues that nostalgia is a great promotional and advertising tool that can create innovative and distinctive partnerships.

“I always suggest tapping into a little nostalgia whenever you do something,” she says.

Goncalves suggests that he is fascinated by a nostalgic 2D and finding ways to connect it with his new audience.

For example, watching footage from the DLTR collaboration event brought back memories of summertime fun in my youth, when I would beg my other friends for a few bucks to get ice cream, or when I would stand in line with my friends eager to get my face painted.

5. Remember that it is teamwork that makes the artwork of your dreams come true.

Partnerships and collaborations are chosen to share new ideas, reach different audiences and create innovative and strategic campaigns. Alternatively, a partnership is only as great as the teamwork behind it.

“The most important thing I want to stress is teamwork and cross-functional work,” Goncalves explains. “You understand the finished product, and then there are a lot of teams working on it to make it happen.”

Like my middle school soccer coach, Goncalves argues that teamwork is the key to the success of any partnership, whether with a creator or another logo.

“The biggest thing for me is being a team player, whether or not I want to lead or step back,” he says. “I really just want to focus on the fact that teamwork is the key recipe for making problems happen.”

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