New Balance has tapped several of its beloved brand ambassadors — including rap megastar Jack Harlow and two-time NBA champion Kawhi Leonard — to lead its new “We Got Now campaign”.
Before the end of the month, the sports powerhouse will release a 60-second video with Harlow and Leonard, as well as singer-songwriter IU and footballers Raheem Sterling and Bukayo Saka. New Balance will post three thumbnails of the longer video, the first featuring Harlow and Leonard. In the spot, which was released today, the two play basketball on a skated outdoor court to the tune of “Hey You” by funk band Experience Unlimited.
Following Harlow and Leonard – who signed with New Balance in February and November 2018, respectively – the company will feature a second spot featuring Sterling and Saka, and will end the series with one featuring IU.
“We Got Now” is a campaign that New Balance launched in 2020, and it debuted with a video featuring Leonard. The current campaign is centered on New Balance’s belief in the power of the moment, and the brand has described “We Got Now” as a “rallying cry for a global generation to fearlessly redefine themselves in pursuit of their passions.” Additionally, New Balance said now “is the time to energize the culture and create positive action, without waiting for permission.”
As for the campaign ambassadors, New Balance described them as “the faces shaping the present in the worlds of sport and culture”, and said the new video was created to “highlight the joy of their craft in everyday moments, not just when they are on the biggest stages in the world.
New Balance operated New York-based marketing agency VMLY&R will design and produce the latest installment of “We Got Now”. effort will live on Newbalance.com and its social media channels, the brand said, along with media placements throughout the year.