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New Balance Brand 26
Josh Allen makes his New Balance debut, bringing his personality and passion for the game to this year's We Got Now campaign
- Office
- United States
- Client
- New Balance
New Balance’s We Got Now campaign invites people to rediscover their joy in sport by appealing to their craving for community and self-expression in sports through showcasing partner athletes' personalities and love of the game. This was a true collaboration between VML and New Balance, notably for our 10-year partnership anniversary.
Josh represents so much of what we want New Balance to stand for: a love of sport, an unmistakable personality and a sense of joy that is contagious. The campaign was designed to bring that personality to life and celebrate the fun, emotion and energy that make sport such a powerful part of culture. The right athlete + The right story +The right cultural moment.
The category was promoting high performance and hyper-optimization on the field. But people were craving community, authenticity, and self-expression in sport.
New Balance champions those who play their own game. We Got Now reframes elite sport in a way that feels more accessible and emotionally fun, where the best athletes in the world still feel connected to the kid who fell in love with the game.
Part art. Part science. All craft.
