Where competitors like Asics and New Balance have found success in striking a balance between their performance wear and streetwear offerings, Saucony is finding its footing with the latter, under the direction of new global chief marketing officer (CMO) Joy Allen-Altimare.
Since joining the 126 year-old footwear brand in June, Allen-Altimare has forged partnerships that speak to its running heritage while claiming its place in modern streetwear culture.
Last month, Saucony launched its first shoe collaboration with Black Girls Run! (BGR), a run club created to encourage Black women to adopt healthy lifestyles. It’s also on its third collab with Bronx artist Jae Tips, and most recently unveiled a partnership with Buffalo rapper Westside Gunn.
The push into lifestyle comes as Saucony’s sales decreased by 28% year-over-year in Q2,and as newer running brands like On and Hoka are carving their own lanes in the industry and snagging market share from legacy brands.
Allen-Altimare,who has heldmarketing roles at Kindbody, Havas Media Network, EHE Healthand more, believes that sharpening Saucony’s understanding of consumers will be key to expanding into a lifestyle brand — and getting back to growth.
“That’s what I want to do more [of] for Saucony: explain to people that we’re not just showing up because it’s on trend, but we inherently understand culture,” she told ADWEEK. “We don’t want to bastardize culture for our own gain.”
ADWEEK connected with Allen-Altimare at Blackweek to discuss her new role, her advice to fellow marketers, and the challenges of working in footwear.
