New Balance Welcomes Ayo Edebiri to its Family of Ambassadors
Boston native and award-winning actress joins brand to co-author a global story inspired by the city that shaped them both.
Boston, MA – September 9, 2026 – Today, award-winning actress, comedian and creative, Ayo Edebiri, officially joins the New Balance family as its newest ambassador. More than an actor, Ayo is a storyteller whose work spans comedy, writing, directing, fashion and film, bringing a perspective that is thoughtful, original and unmistakably her own. Known for building a career on her own terms across television, film and culture, Ayo represents a new generation of creative voices redefining what influence looks like. Her commitment to authenticity and self-expression makes her a natural fit for New Balance.
“We are incredibly excited and honored to welcome Ayo to the New Balance family of ambassadors," says Chris Davis, Brand President and Chief Marketing Officer at New Balance. "She is a singular talent with a distinctive point of view and an unwavering sense of self. Across entertainment, fashion and culture, Ayo has built her career by forging her own path, bringing authenticity, creativity and intelligence to everything she does. She shapes culture rather than follows it, and that independent spirit is deeply aligned with New Balance.”
The launch campaign returns Ayo to the city she grew up in, following her through her hometown of Dorchester, local landmarks and everyday moments that reflect the creative spirit of Boston. Photographed by acclaimed photographer Tyler Mitchell and styled by Danielle Goldberg, the campaign captures the intersection of heritage and modernity to celebrate a city, a storyteller and a brand that have each built their identities by doing things their own way. Throughout the campaign, Ayo wears the timeless icon: the New Balance 574.
“I’m always thinking about the stories we tell," says Ayo Edebiri. "Growing up in Boston, New Balance was simply part of the city’s story, so coming together feels incredibly natural. Something I admire about New Balance is that they can tell so many different stories and explore so many different styles, while always staying true to who they are at the core. I’m excited to see what stories we’ll tell together.”
As a New Balance ambassador, Ayo will appear in future brand campaigns and storytelling initiatives while collaborating with the brand on creative projects and cultural moments. As the relationship evolves, Ayo will help bring New Balance storytelling to life through her distinct perspective and creative voice.
About New Balance
New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. New Balance employs 14,000 associates around the globe, and in 2025 reported worldwide sales of $9.2 billion. New Balance owns five athletic footwear factories in New England and one in Flimby, U.K. New Balance MADE U.S. footwear contains a domestic value of 70% or more and makes up a limited portion of New Balance’s U.S. sales. To learn more about New Balance, please visit newbalance.com; for the latest press information visit newbalance.newsmarket.com.
About Ayo Edebiri
Ayo Edebiri is an Emmy, SAG, Critics Choice and Golden Globe Award-winning actor, writer, producer, director, and comedian, who is a tour de force both in front of and behind the camera.
Edebiri stars opposite Jeremy Allen White in FX’s, THE BEAR. For her masterful portrayal as sous-chef “Sydney,” Edebiri won the 2023 Emmy for “Outstanding Supporting Actress in a Comedy Series” and was nominated for “Outstanding Lead Actress” in 2024, 2025 and 2026. She received the 2024 Critics Choice, SAG, and Golden Globe Awards forBest LeadActress, and was again nominated for SAG and Golden Globe Awards in 2025. She made her directorial debut in season three ofTHE BEAR, earning Emmy and Directors Guild nominations forOutstanding Directing in a Comedy Series.Inseason four,she co-wrote “Worms”,earning her a Writers Guild nomination forEpisodic Comedy.The fifth and final season of the series debuted on June 25.
In 2025, Edebiri starred in Luca Guadagnino’s feature AFTER THE HUNT alongside Julia Roberts and Andrew Garfield, which premiered at the Venice Film Festival and the New York Film Festival. She recently voiced Envy in Pixar’s INSIDE OUT 2, now the highest-grossing Pixar film of all time.
This year, Edebiri made her Broadway debut opposite Don Cheadle in the first New York revival of David Auburn’s Pulitzer Prize– and Tony Award–winning play Proof, directed by Thomas Kail. She will soon star as “Snoopy” in New York City Center’s Encores! production of You’re a Good Man, Charlie Brown. The show, also featuring Danielle Brooks, David Hyde Pierce and Jin Ha, will run from February 3-14, 2027.
Expanding her creative reach on screen, she will next star in and executive produce Will Sharpe’s PRODIGIES for Apple TV, will write the screenplay for A24’s live-action Barney film from Mattel Films and Daniel Kaluuya’s 59% Productions, will appear in Neon’s Cannes breakout drama CLARISSA, launching in select theaters December 11, and will lend her voice to Bong Joon Ho’s debut animated feature, ALLY.
Edebiri’s voice can also be heard in BIG MOUTH and EVERYBODY STILL HATES CHRIS, and she has appeared as a guest star in ABC’s ABBOTT ELEMENTARY and HBO’s I LOVE LA. Additional film credits include BOTTOMS, THEATER CAMP and TEENAGE MUTANT NINJA TURTLES: MUTANT MAYHEM.