New Balance has much more going for it than just Kawhi Leonard, who has led his team into the NBA Finals for the first time. The brand also has relationships with the Boston Bruins, who are in the Stanley Cup Final, and the John Henry–owned English Premier League club Liverpool, which won the UEFA Champions League last weekend. New Balance’s global director of consumer marketing talks about the Boston-based brand’s foray into the basketball-shoe space and more.

Boston Biz Journal