Global athletic leader New Balance declares We Got Now in a new brand campaign video featuring two-time NBA champion and four-time NBA All-Star Kawhi Leonard that is inspired by his fearless mindset and his “game speaks for itself” approach to becoming the best basketball player in the world, on his own terms. Inspired by its athletes and ambassadors, New Balance’s We Got Now represents the next leg on the brand’s Fearlessly Independent journey. The brand declares that the time is ‘now’ for today’s generation to energize culture and create positive action themselves, without waiting for permission.
The video proclaims ‘This is his show. He moves. The game follows,’ representing Leonard’s ability to bend the NBA and to carve his own path to individual success. Upon signing with New Balance in 2019, Leonard has since won a championship as the NBA Finals MVP in Toronto wearing the OMN1S basketball shoe, returned to his hometown to “Reign Over LA” and most recently, debuted his first signature New Balance basketball shoe, the KAWHI, before winning the first Kia NBA All-Star Game Kobe Bryant MVP Award, all on his own terms. Leonard’s fearless journey is a co-authored story with New Balance Basketball – supporting athletes who are setting trends, not following them.
By tapping into its growing momentum and a century of serving world class athletes, New Balance’s We Got Now campaign unifies and showcases its top athletes & ambassadors in energized stories of now (about their passions, causes and impact,) and in connection to key sport and culture moments. The first phase of the campaign launches globally across TV, social, digital and retail channels including a Kawhi Leonard experience page at newbalance.com/kawhi-leonard. In 2020, New Balance will enlist its sponsored athletes Sadio Mané, Coco Gauff, Sydney McLaughlin and ambassador Jaden Smith to capture the brand’s impact across sports and culture.
“We Got Now champions a global generation fearlessly redefining themselves in pursuit of their passions,” said Chris Davis, Vice President of Global Marketing at New Balance. “New Balance believes in the power of now. It’s true the future belongs to everyone. But it’s right now that is ours.”
The Rec League, a Los Angeles-based creative & production agency, conceived and produced the campaign, which shows Leonard playing the piano in an empty school auditorium. The video underscore composition was a collaboration between The Rec League and a classical pianist, who matched Leonard’s ability to play a composed melody on the piano. MullenLowe MediaHub Global is in charge of media buying for North America. The We Got Now video will air during the NBA’s nationally-televised game on February 28 when the LA Clippers host the Denver Nuggets on ESPN. The broadcast spot formally tips off New Balance’s new relationship with the league – an Official Partner of the NBA.