New Balance launches Impatience is a Virtue global campaign

08 Jun 2021

By: Sport Industry Group

New Balance has unveiled the next chapter in its ‘We Got Now’ campaign: ‘Impatience Is A Virtue,’ which takes an 'intimate' look at what drives New Balance athletes.

The new 60-second video features Team New Balance ambassadors, including Liverpool attacker Sadio Mané, two-time NBA Champion Kawhi Leonard, sprinter Sydney McLaughlin, tennis star Coco Gauff, and activist and artist Jaden Smith alongside ‘everyday people’ who aspire to excellence in a range of athletic, philanthropic, and artistic pursuits. 

The campaign video is comprised of a series of vignettes that highlight each individual athlete’s pursuit of their passions.

Several other vignettes feature young people around the world who exemplify the ethos of ‘We Got Now:’ Jin, a Chinese dancer, who uses social media to get her street dance skills noticed; Mia who wants to become the greatest basketball player in the world; and a young footballer who envisions someday reaching the same level as his idol Sadio Mané, sending him an autographed ball.

This latest installment of the ‘We Got Now’ campaign was produced with VMLY&R in New York in collaboration with New Balance's network of agencies around the world - including UK-based Ear To The Ground, which is shortlisted for Agency of the Year at the Sport Industry Awards 2021 - to capture footage of the athletes and bring the campaign to life.

“As a privately owned company with a challenger brand mindset, New Balance has embraced the notion of independence for over a century,” said Chris Davis, CMO and Sr. Vice President, Merchandising, New Balance.

“We have always welcomed opportunities to challenge the status quo. With the continuation of our We Got Now brand platform, our aim is to encourage the idea of impatience, inspiring consumers across the world to take risk, be proactive and create success on your own terms. “

New Balance says ‘We Got Now’ is a call to action to ‘come together in meaningful ways’, and will go live globally on the brand’s digital channels, as well as media placements throughout 2021.