New Balance has refreshed its “We Got Now” platform for 2026, spotlighting Coco Gauff, Shohei Ohtani, and Bukayo Saka alongside a diverse roster of athletes across soccer, basketball, baseball, and tennis. The campaign emphasizes camaraderie, craft, and cultural resonance, moving beyond traditional sports advertising to highlight athletes as cultural creators. A remix of The Soul Searchers’ “Blow Your Whistle” drives its playful, lived‑in aesthetic. Strategically timed with global sports events including the FIFA World Cup, NBA and WNBA Finals, NFL Playoffs, World Series, and tennis Grand Slams, the campaign positions New Balance as a leader in sportswear.
by rrollins
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