After a long talking stage, New Balance and Teddy Santis have finally made things official. The Aimé Leon Dore founder is now the creative director of New Balance’s “Made in USA” label.

“I was drawn to New Balance for the way it has built a business founded on values such as integrity and authenticity, rather than passing hype,” Santis said in a statement. “I see a tremendous opportunity to tell authentic stories with real people at the forefront, creating global campaigns that connect our core values with the world.”

Santis has been with the brand since 2019, collaborating with New Balance on renditions on the beloved 990 model. His first collection as an official team member will release in 2022 as he brings his New Yorker flair to the brand’s New England-based “Made in USA” line. The collaboration is part of New Balance’s effort to introduce more free thinkers and trailblazers to their team.

“We are delighted to announce Teddy Santis as creative director of our Made in USA franchise collection and together, define the future chapters of New Balance’s rich heritage in craftsmanship,” said Chris Davis, chief marketing officer at New Balance. “Made in USA is New Balance’s ultimate differentiator and the lifeblood of our brand’s authenticity in global style; it is most literally, the physical manifestation of what makes our brand unique. In collaborating with Teddy’s inspirational vision, we have the opportunity to transcend the norms of the athletic industry and elevate the next generation of premium global product.”