Summer 2022 saw 2020 New Balance release the latest chapter in its umbrella ‘We Got Now’ marketing platform in the USA and UK which features athlete ambassadors and iconic cultural endorsers embracing their craft in everyday moments.
The latest wave of work aims to highlight the joy of their craft in everyday moments – not just those when the stars are in the limelight on the world’s biggest stages and features the copy line ‘They aren’t just doing what they do best – they’re doing what they love most. What’s your move? We Got Now.’
The 60-second spot features twice NBA Champion Kawhi Leonard, England footballers Raheem Sterling and Bukayo Saka, plus singer-songwriter IU and the latest addition to New Balance’s ambassador stable Grammy-nominated artist Jack Harlow.
The film, created by agency VMLY&R, is built and edited from features a series of vignettes spotlighting the faces shaping what the sportswear brand describes as the ‘now’ worlds of sport and culture.
The video features a trio of vignettes – one highlighting Harlow and Leonard, the second showcasing Sterling and Saka, and the last focusing on IU – and pitches them as the faces shaping the now in the worlds of sport and culture.
The spearhead 60-second spot and supporting content were posted across the Boston-based brand’s own digital and social platforms from 7 June and by press time had notched up 5m views on New Balance’s YouTube channel alone.
“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,” said New Balance CMO Chris Davis. “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 was created for New Balance by a team at agency VMLY&R with Production Company Smuggler London and Director Similar But Different. Edit was handled by Trim and sound by GCRS.
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This new creative, like the rest of the brand’s ‘We Got Now’ work, lives globally on NewBalance.com and on New Balance’s social media channels.
The work aims to act as a branded rallying cry for a global generation to ‘redefine themselves in pursuit of their passions’ through its relationships with athletes and ambassadors who themselves aren’t afraid to change the game, challenge the system, and encourage others to do the same.
As illustrated by most of the brand’s other recent marketing campaigns such as its May 2021 ‘Impatience Is A Virtue’ and ‘Just Done Talking’ initiatives, plus March 2021’s ‘Make An Entrance’ which all aimed primarily at Gen Z.
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