Fri, 10 Jun 2022 15:15:55 GMT
Today, global athletic leader New Balance unveiled the latest installment of its global ‘We Got Now’ campaign. The 60-second spot features two-time 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.
The video features a series of three vignettes, one highlighting Harlow and Leonard, the second showcasing Sterling and Saka, and the last focusing on IU. These are the faces shaping the ‘now’ in the worlds of sport and culture, and the new spot is intended to highlight the joy of their craft in everyday moments - not just when they’re on the world’s biggest stages.
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.
“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,” says Chris Davis, CMO and sr. vice president of Merchandising. “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.”
This latest instalment of the ‘We Got Now’ campaign was concepted and produced with VMLY&R, a global full-service marketing agency.
Directed by the talented female duo, Similar But Different, the campaign was shot over three continents, in Los Angeles, London, Manchester and Seoul.
“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”, said Dayoung Yun, creative director at VMLY&R.
‘We Got Now’ will live globally on NewBalance.com and on New Balance’s social media channels, as well as media placements throughout 2022. To learn more about the latest We Got Now campaign, visit here.view more - Creative
Client: New Balance
Production Company: Smuggler London
Director: Similar But Different
Executive Producer: Tom Knight
Director of Photography: Tristan Chenais
Producers: Tessa Mitchell & Luca Chapman
Production Manager: Sidney Arthur
Senior Editor: Ed Hanbury
Edit Assistant: Lorna Searl
Executive Producer: Ella Sedgwick
Sound Studio: GCRS
Senior Sound Designer: Tom Pugh
Senior Audio Producer: Molly Butcher
Genres: People, Storytelling
Categories: Clothing and Fashion, ShoesVMLY&R London, Fri, 10 Jun 2022 15:15:55 GMT