As part of its global "We Got Now" campaign, New Balance has rolled out the latest installment of the campaign, a 60-second spot.
Starring NBA Champion Kawhi Leonard, singer-songwriter IU, English football players Raheem Sterling and Bukayo Saka, and New Balance’s newest ambassador, artist Jack Harlow, the video features a series of three vignettes. Where one highlights Harlow and Leonard playing basketball, the second vignette showcases Sterling and Saka in an intense match of football. In addition, the last one focuses on IU dancing and performing. Throughout the video, the celebrities and athletes don New Balance shoes and apparel.
According to the brand, these are the faces shaping the "now" in the worlds of sport and culture. As such, the campaign video seeks to highlight the joy of their craft in everyday moments, not just when they are on the world’s biggest stages.
The creative concept of the "We Got Now" campaign came from New Balance's believe in the power of now. According to the sportswear brand, the campaign's tagline "We Got Now" is a rallying cry for a global generation to fearlessly redefine themselves in pursuit of their passions. Through its relationships with athletes and ambassadors who are not afraid to change the game, challenge the system, and inspire others to do the same, New Balance strives to empower everyone to live life on their own terms, always in the now, which alludes to the tagline.
The "We Got Now" video will run on New Balance's website, social media channels, as well as media placements throughout 2022. Shot over three continents, Los Angeles, London, Manchester and Seoul, the spot was concepted and produced with marketing agency VMLY&R, and directed by Similar But Different. Additionally, the film forms part of an integrated campaign running across TV, streaming platforms, social, digital, OOH, and display in markets such as APAC and North America, among others.
CMO and senior vice president of merchandising at New Balance, Chris Davis, explained that through the continuation of its ‘We Got Now’ campaign, New Balance is challenging its ambassadors, athletes, and fans to come together in fun and meaningful ways. He added: “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.”
Meanwhile, as part of its Grey Day 2021 celebration which aimed to spread the message of "Worn by Anyone" to embrace the spirit of individuality, New Balance teamed up with Singaporean ice cream seller Uncle Chieng in May last year. The sportswear brand gave Uncle Chieng's ice cream cart a revamp donning it in its famous grey. In a previous conversation with MARKETING-INTERACTIVE, a spokesperson from New Balance explained that the brand's iconic colour, grey, has become synonymous with its heritage and independent spirit. “Grey day celebrates individuals who are fearlessly independent and live in the grey,” she said then. She added previously that working with Uncle Chieng was one of the ways New Balance wanted to get its message out onto the streets.
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