New Balance debuts Kawhi Leonard-starring ads to support new NBA partnership

Dive Brief:

• New Balance launched a campaign titled “We Got Now” that is timed around a new multiyear agreement with the NBA and comes as a part of the brand’s larger “Fearlessly Independent” platform, according to details shared with Marketing Dive. 
• “We Got Now” centers on a video series profiling athletes and other ambassadors. The first entry will air Feb. 28 during the LA Clippers game against the Denver Nuggets. Clippers player Kawhi Leonard stars in the spot showcasing his fearless mindset, per a press release. 
• The rollout comes as New Balance becomes an official global marketing partner of the NBA. Athletes Sadio Mané, Coco Gauff, Sydney McLaughlin and rapper Jaden Smith will star in future installments of “We Got Now” as New Balance looks to amplify the message. 

Dive Insight:

New Balance is putting a spotlight on athlete and celebrity ambassadors to add a stronger consumer-facing element to its new multiyear marketing partnership with the NBA. The brand has previously worked with the basketball league’s athletes, including Leonard, who starred in a “Reign Over LA” spot that debuted in October. Leonard also started sporting custom footwear made by the brand last year. 

New Balance establishing a stronger official relationship with the NBA will include the marketer working on broadcast, digital and retail content, according to a press release. The deal could be an important inroad for New Balance as it looks to more closely compete with larger competitors like Nike and stake out a bigger share of the basketball apparel category. Chris Davis, VP of global marketing at New Balance, said that the tie-up will “enhance our position as a leading athletic brand.” 

“This relationship ingrains New Balance into the NBA’s global presence, a fandom and culture that transcends sport and is significantly larger than the game of basketball,” Davis​ said in a press statement. 

Since launching Fearlessly Independent two years ago, New Balance has leveraged the platform as a tool to promote its heritage through the tag line, “Fearlessly Independent Since 1906.” The company also describes the creative positioning as emphasizing “non-conventional values.” By developing new content about leading players including Kawhi Leonard, Sadio Mané, Coco Gauff and Sydney McLaughlin with “We Got Now,” the brand can play up the naturalness that comes from athletes who have put in the time.

Video has been an important play for New Balance in recent years. Last year, the company created a music video to highlight the connection between music and running culture. That effort was aimed at women and pushed viewers to meet their goals, with a song from female-led band Beginners x Night Panda called “Start a Riot” and appearances from female runners, including Lisanne de Witte, Stephanie Garcia, Cory McGee, and Bev Ramos.