The crossover we never thought we needed
ICYMI, singer, songwriter and Nation’s Little Sister IU stars in New Balance’s We Got Now campaign. She heads it alongside Grammy-nominated rapper Jack Harlow, two-time NBA Champion Kawhi Leonard and English football players Raheem Sterling and Bukayo Saka. This crossover may not exactly be in your 2022 bingo card, but New Balance has a knack for reinventing itself. This time, they invite you to do so, too.
In a 60-second sequence, New Balances explores how these faces in sports and culture reshape the “now.” Three vignettes feature Harlow and Leonard, Sterling and Saka, and IU as they highlight the joy of their crafts in the everyday and not just under the spotlight.
As a firm believer of the present, New Balance offers “We Got Now” as a battlecry for a global generation to relentlessly and fearlessly transform themselves in pursuing their passions. With brand ambassadors who aren’t afraid to change the game on their own terms, New Balance strives to encourage its customers to do the same. “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,” shares Chris Davis, CMO and Sr. Vice President of Merchandising in a press release. “Whatever it may be that we truly love.”
Meet The XC-72s
Along with the We Got Now campaign launch, New Balance also drops the XC-72s, the pair kicks that IU also dons in the video. Inspired by the technological optimism of the 70s-era concept cars, the XC-72s come in a square-toe shape for an edgy design. The vertically split outsole, suede and recycled mesh upper and angular characteristics throw it back to that era’s running shoes with a modern twist. The brand stays true to its philosophy of style and comfort while also adhering to its sustainability pledge by incorporating recycled material.
Get your matchy moment with IU when you shop the XC-72s at New Balance for P6,495.
Pursue your passions and redefine yourself with the help of New Balance We Got Now. Visit the New Balance Flagship Store on the 2nd floor of Power Plant Mall, Rockwell Makati. For more information and updates, follow New Balance on Facebook.
Art Macky Arquilla