New Balance has undergone a remarkable transformation over the past five years, evolving from a brand often associated with “Dad Shoes” to one of the most culturally relevant and sought-after names in footwear. In this keynote, Zeynel, who leads all digital sales and marketing efforts for the brand in EMEA, will take you behind the scenes of this journey.

He will explore how New Balance leveraged brand storytelling, strategic partnerships, and digital-first marketing to reposition itself in the hearts and minds of consumers. From innovative pre- and post-purchase customer experience initiatives to the role of data-driven decision-making, Zeynel will break down the key digital strategies that fueled the brand’s momentum.

But growth doesn’t come without challenges. This session will also cover the critical lessons learned—both wins and failures—that have shaped New Balance’s approach to digital transformation. Whether you’re interested in brand strategy, digital marketing, or customer experience, this keynote will provide valuable insights into how a heritage brand can stay relevant, connect with new audiences, and drive meaningful growth in today’s competitive market.