• by Fern Siegel , 4 hours ago

New Balance utilizes athletes to spread its brand message: “We Got Now.” The latest version, which began airing this month, will continue throughout the year.

The campaign kicks off with two-time tennis champ Coco Gauff. At 15, she defeated Venus Williams at Wimbledon in 2019. Gauff is joined by a lineup of other New Balance athletes: Shohei Ohtani, Francisco Lindor, Bukayo Saka, Eberechi Eze, Jeremie Frimpong, Cooper Flagg, Tyrese Maxey, Cameron Brink, Zach Levine, Dejounte Murray and Darius Garland.

The creative is by VML. "We Got Now" debuted in 2020 — the platform pushes the power of the present in sports and culture.

Spots air in key sports events, such as FIFA World Cup, the NFL playoffs, NBA and WNBA finals, the World Series and tennis Grand Slams. Social-media activations will extend the campaign's reach. Each ad illustrates the athlete's skill and personality.

Glen Scott, Chief Creative Officer, VML, told Agency Daily: “We understood that telling isn't nearly as powerful as showing. The joy this incredible roster of athletes exudes comes through when you just put them on their respective field and let them play.”

Shot in various locations, the commercial used custom arrangements by The Soul Searcher's "Blow Your Whistle" to capture athletic prowess.

Jeff McAdams, senior vice president, global marketing at New Balance, added: “This year, bringing our athletes together, showing the fun that comes with the work, their commitment to craft, is what it is all about. And at New Balance, sport is our craft.”

New Balance reported $7.8 billion in global revenues in 2024.