Who We Are:
Since 1906, New Balance has empowered people through sport and craftsmanship to create positive change in communities around the world. We innovate fearlessly, guided by our core values and driven by the belief that conventions were meant to be challenged. We foster a culture in which every associate feels welcomed and respected, where leaders and creatives are inspired to shape the world of tomorrow by taking bold action today.
JOB MISSION:
The Global Lifestyle PR Manager plays a critical role in shaping how New Balance shows up at the intersection of sport and culture. This individual will drive brand heat, cultural relevance, and earned influence through bold, strategic storytelling and media engagement. The ideal candidate is deeply immersed in sneaker, fashion and cultural ecosystems, with strong instincts for what is driving relevance and conversation globally.
Leading global PR initiatives across lifestyle, fashion, street, and sneaker culture, you will build meaningful relationships with influential media, creatives and tastemakers, while delivering standout campaigns spanning product launches, collaborations, and ambassador partnerships.
Working in close partnership with internal and external teams, you will translate innovation, heritage and design into culturally resonant narratives that move the brand forward—ensuring New Balance remains both globally consistent and locally relevant.
MAJOR ACCOUNTABILITIES:
Cultural Strategy & Global Alignment
Develop and lead integrated PR strategies that position New Balance at the forefront of global culture.
Partner with regional teams to activate ideas in ways that feel locally authentic and globally connected.
Storytelling & Brand Expression
Shape and elevate narratives that connect sport, design and culture in meaningful ways.
Lead communications for key product launches, collaborations and cultural moments.
Develop culturally resonant storytelling strategies that move beyond product launches to create meaningful brand heat and conversation.
Concept and oversee PR-driven experiences and events that spark conversation and create lasting impact.
Represent the brand externally, building strong media relationships and driving high-quality coverage.
Identify and cultivate relationships with emerging cultural voices, creatives, stylists, tastemakers and next-generation media shaping the future of lifestyle culture.
Agency & Partner Leadership
Guide agency partners with clarity and creative ambition, ensuring work is both strategically sound and culturally relevant.
Maintain high standards across execution, timelines and budgets.
Seeding & Cultural Visibility
Design thoughtful, intentional product seeding strategies that place New Balance at the center of influential communities.
Cultivate relationships with talent, creatives and emerging voices who shape culture today.
REQUIREMENTS FOR SUCCESS
:
5–7+ years of experience in lifestyle, footwear or culturally-driven brand communications.
Deep fluency in sneaker, streetwear and fashion culture, with a strong point of view on design, trends and the communities driving what’s next.
Strong understanding of global sneaker, fashion and streetwear ecosystems, contemporary culture and the communities influencing them.
Proven ability to translate cultural insight into compelling narratives and impactful earned media.
Strong, established relationships with leading editors, stylists and cultural voices.
Excellent communication skills, with a refined eye for storytelling and detail.
Bachelor’s degree in Marketing, Communications or related field (preferred).
Boston, MA Headquarters - (NB) Only Pay Range: $100,200.00 - $129,300.00 - $158,400.00 Annual (actual base pay varying based upon, but not limited to, relevant experience, time in role, internal equity, geographic location, and more.)
Regular Associate Benefits
Our products are only as good as the people we hire, so we make sure to hire the best and treat them accordingly. New Balance offers a comprehensive traditional benefits package including three options for medical insurance as well as dental, vision, life insurance and 401K. We also proudly offer a slate of more nontraditional perks – opportunities like online learning and development courses, tuition reimbursement, $100 monthly student loan support and various mentorship programs – that encourage our associates to grow personally as they develop professionally. You’ll also enjoy a yearly $1,000 lifestyle reimbursement, 4 weeks of vacations, 12 holidays and generous parental leave, because work-life balance is more than just a buzzword – it’s part of our culture.
Temporary associates are provided three options for medical insurance as well as dental and vision insurance and an associate discount.
Part time associates are provided 401k, short term disability, a yearly $300 lifestyle reimbursement and an associate discount.
Flexible Work Schedule
For decades we have fostered a unique culture founded on our values with a particular focus on in-person teamwork and collaboration. Our North American hybrid model encourages rich in-person experiences, showcasing our commitment to teamwork and connection, while maintaining flexibility for associates. New Balance Associates currently work in office three days per week (Tuesday, Wednesday, and Thursday). Our offices are fully open, and amenities are available across our North American office locations. To continue our focus on hybrid work we have introduced “Work from Anywhere” (WFA) for four weeks per calendar year. This model will help us enhance our culture while continuing to maintain elements of flexibility.
Equal Opportunity Employer
New Balance provides equal opportunities for all current and prospective associates to ensure that employment, training, compensation, transfer, promotion and other terms, conditions and privileges of employment are provided without regard to race, color, religion, national origin, sex, sexual orientation, gender identity, age, handicap, genetic information and/or status as an Armed Forces service medal veteran, recently separated veteran, qualified disabled veteran or other protected veteran, or any other protected status.