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New Balance: New Balance - We Got Now - Sterling

VMLY&R launches We Got Now campaign for New Balance featuring an all-star cast.

The hero film 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.

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 by highlighting the joy of their brand ambassador's crafts in everyday moments.

“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.”

Directed by the talented female duo, Similar But Different, the campaign was shot over three continents, in Los Angeles, London, Manchester and Seoul. The campaign will also see upcoming OOH and digital photographed by Cristian Cody who has work featured in the likes of Vogue, GQ and Rolling Stone.

“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.

The film forms part of an integrated campaign running across TV, Streaming Platforms, Social, Digital, OOH, and Display in markets including North America, EMEA, APAC, + LATAM.
Other credits

Client: New Balance

Agency: VMLY&R

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

Edit: Trim

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

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