New Balance unveiled the next chapter in its ‘We Got Now’ campaign. The new instalment, ‘Impatience Is A Virtue’, is positioned as an intimate look into… ‘what drives Team New Balance athletes and fearlessly independent fans of the brand around the world to claim the ‘now’ and pursue their passions and dreams.’
A 60 second video features Team New Balance ambassadors, including activist and artist Jaden Smith, 2x NBA Champion Kawhi Leonard, sprinter Sydney McLaughlin, tennis star Coco Gauff, footballer Sadio Mané and professional skateboarders Tiago Lemos and Margie Didal. The pro athletes feature alongside everyday people who ‘aspire to excellence in a range of athletic, philanthropic and artistic pursuits.’
The video is comprised of a series of vignettes that highlight each individual’s pursuit of their passions.
“As a privately owned company with a challenger brand mindset, New Balance has embraced the notion of independence for over a century,” said Chris Davis, CMO and Senior Vice President of Merchandising.
“We have always welcomed opportunities to challenge the status quo. With the continuation of our We Got Now brand platform, our aim is to encourage the idea of impatience, inspiring consumers across the world to take risk, be proactive and create success on your own terms.”
This latest instalment of the ‘We Got Now’ campaign was concepted and produced with VMLY&R, a full-service marketing agency based in New York City. Production spanned the globe, with shoots in the United Kingdom, the United States and South Africa.
‘We Got Now’ is seen as… ‘a call to action to come together in meaningful ways, whether you’re on a global stage like many Team New Balance athletes or working at the local level on impacting your own change.’
‘We Got Now’ will feature globally on NewBalance.com and New Balance social media channels, as well as media placements throughout 2021.
Headquartered in Boston, MA, New Balance owns and operates four factories in New England and one in Flimby, UK. The company employs more than 7,000 associates around the globe and in 2020 reported worldwide sales of US$3.3 billion.
