Massachusetts, USA – Global athletic wear brand New Balance has released its new global campaign called ‘We Got Now’ which focuses on highlighting the joys of each one’s craft in everyday moments.
Conceptualised and produced alongside VMLY&R, the campaign features NBA Champion Kawhi Leonard, singer-songwriter IU, English football players Raheem Sterling and Bukayo Saka and New Balance’s newest ambassador, Grammy-nominated artist Jack Harlow. It features a series of three vignettes, one highlighting Harlow and Leonard, the second showcasing Sterling and Saka, and the last focusing on IU, which symbolises the faces that are shaping the ‘now’ in the worlds of sport and culture.
“New Balance is a firm believer in the power of now, and ‘We Got Now’ is a rallying cry for a global generation to fearlessly redefine themselves in pursuit of their passions. Now is the time to energise culture and create positive action, without waiting for permission. Through its relationships with athletes and ambassadors who aren’t afraid to change the game, challenge the system, and encourage others to do the same, New Balance strives to empower everyone to live life on their own terms, always in the now,” the company said in a press statement.
Meanwhile, Chris Davis, CMO and senior vice president of merchandising at New Balance, commented, “Through the continuation of our ‘We Got Now’ campaign, New Balance is challenging our ambassadors, athletes, and fans to come together in fun and meaningful ways. When we allow ourselves the freedom to play in settings authentic to ourselves, there’s a liberating energy that comes from moving our bodies, showing off our skills, and doing something – whatever it may be – that we truly love.”
The campaign goes live globally on NewBalance.com and on New Balance’s social media channels, as well as media placements throughout 2022.
