“We Got Now,” New Balance Athletes Say (And I Believe Them)

Nike is fighting culture wars. Meanwhile, New Balance is paving the way to a brighter future for athletes and the athletic.

New Balance’s new campaign video features US tennis star Coco Gauff, who has used her powerful, swift rise in the sport to advocate for social change.

“Coco has established herself as a leading voice among Gen Z,” said Jeff McAdams, Senior Director of Global Marketing at New Balance. “Her dedication on and off the court continues to exemplify the ‘We Got Now’ mantra and we are proud to help Coco elevate her voice.”

I don’t blame McAdams for saying that (via his PR agents), but it’s Coco who is elevating the New Balance brand. Given the tenor and content of the campaign, this is a necessary point to make.

Complexity…Today’s Athletes Can Handle It

Coco’s ‘We Got Now’ spot represents the fourth episode in New Balances’ campaign that captures the brand’s impact across sports and culture. Let’s see the campaign, which was conceived and produced by The Rec League, a Los Angeles-based creative and production agency.

Nike, Adidas, and other brands have long captured the fighting spirit of their sponsored athletes and highlighted their grit and greatness on screen. New Balance is now adding a deeper dimension. Instead of seeing professional athletes as one-dimensional performers, we begin to see how these individuals (who play sports at the highest level) live, how they think, and what they care about.

New Balance is painting a fuller, more human, picture and it’s the right thing to do. Speaking of things that are right, did you know that New Balance makes some (but not all) of its shoes in the U.S.A.?

Companies that do good things, deserve great advertising. It’s good to see New Balance hit its stride with ‘We Got Now’.