PCA opens up about his partnership with New Balance, embracing personal style, and why unpredictability is at the core of his evolving brand, on and off the field.
When Pete Crow-Armstrong talks about the next phase of his career, it doesn’t start with stats or swing mechanics. It starts with something far less predictable.
Sitting down for the latest episode of Boardroom Talks with AJ Andrews, reflecting on a growing identity that stretches beyond the ivy-covered walls of Chicago Cubs baseball, Crow-Armstrong is still figuring it out in real time. Not just the player, but the person, and increasingly, the brand.
That brand now includes a partnership with New Balance, one that signals a shift away from the traditional mold of baseball endorsements. It’s not just about cleats or performance gear; it’s about expression.
“I don’t ever know what to expect for myself. Collaborations with some cool brands that are more lifestyle, not so baseball-focused, but that’s what I appreciate about New Balance is that they see me for just a little more than a baseball player, and they appreciate how I carry myself enough to do things off the field. I think that’s something I’m looking forward to,” PCA told Boardroom.
There’s an ease to the way he says it, like someone comfortable living in the unknown. That unpredictability is becoming central to who Crow-Armstrong is, both on and off the field. Asked to define his personal brand, he circles back to the same idea: It’s still unfolding.
“It’s the first time I’ve been asked this question. Y’all know I’m going to have fun. I think that’s something that I do very well. I’m not the loudest when it comes to colors and….” A quick interruption shifts the tone: “Unless it’s on your head.”
He laughs, leaning into it.
“But I mean, that’s the thing. I don’t know. You could see me with the lettuce in the back. You could see me with the bleach. That is, the brand is like who knows what’s going to happen next,” he said.
For Crow-Armstrong, that uncertainty isn’t a gap; it’s the point.
“I’m going to go out and do my job, and if I’m feeling like putting stars in my head one night, then maybe I will. But just a lot more good catches, a lot more homers hopefully, and a lot of Wrigley Ws, a lot of Cubby Ws.”
The performance will come. The personality already has.
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