American sportswear firm, New Balance has unveiled a new global marketing campaign featuring England football stars Raheem Sterling and Bukayo Saka.
Spearheaded by a one-minute spot, other brand ambassadors participating in the campaign include NBA basketball ace Kawhi Leonard, K-pop artist IU and US grammy-nominated rapper Jack Harlow.
The video consists of three vignettes filmed over three different continents. The first, filmed in the US, shows Leonard and Harlow playing basketball, the second, filmed in the UK, shows Sterling and Saka playing football, while the third, shot in South Korea, shows IU performing a dance routine.
Throughout each spot, the brand ambassadors show off various items of New Balance clothing and footwear.
Launched as part of the Boston-based brand’s existing ‘We Got Now’ global platform, this latest promotional push was released in collaboration with US agency VMLY&R, with content going live across New Balance’s social media channels and media placements throughout the rest of the year.
READ MORE: Sports Direct creates carbon-neutral ad to help declining bumblebee population
“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,” New Balance chief marketing officer and senior VP of merchandising, Chris Davis said.
“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.”
VMLY&R creative director, Dayoung Yun added: “It was important for us to surround ourselves with an incredible team that embodied the fearlessly independent spirit that New Balance stands for – to find collaborators that live and breathe that value.
“These commonalities made creating this campaign so effortless and we found electricity with the talent both in front of and behind the camera.”
