New Balance's Culture-Bending Silhouettes and Modern Stars are Shaping the 'Now'

Apart from reimagining its "Made" series, New Balance has been up to a lot of crazy things the past few months. And now we get its latest installment of the "We Got Now" campaign. Here we see appearances from "fun guy" Kawhi Leonard, IU, Raheem Sterling, and, of course, new New Balance ambassador Jack Harlow because... they're doing it for the culture, man.

This version of New Balance's roster is as stacked as it has ever been, we might've guessed from their videos. There was one clip highlighting Harlow and Leonard and the other showcasing Sterling and Bukayo Saka. IU even gets her own space for the third. Kawhi is obviously sporting his KAWHI v2s and Sterling has his Furon 7 boots on. 

We see you, IU.

Photo by NEW BALANCE PHILIPPINES.

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>pALSO READ:>pNew Balance's New RC30 Is Old New Balance at Its Best>pAll the Teddy Santis New Balance Trainers Available Right Now>pSome of the latest releases to catch our eye, however, are mostly Harlow's New Balance 550s and IU's XC-72s. The former is a simple, clean, chunky sneaker that fits today's '90s nostalgia. These things could've been worn by Wesley Snipes or some other dude in a hoops movie back in the day. Harlow has been known to rock these bad boys for shoots, too.>pMeanwhile, the latter has a time-bending, techno-futuristic design that feels very close to a 1970s concept car. It seems sort of like a toss-up between the 327s and one of the 99x series babies. The XC-72s are just edgier and sleeker, coming in even quirkier colorways (the Casablancas are always dope). They're, well, newer than the usual New Balance sneakers that we get, if that makes sense. We see New Balance experimenting with outsole patterns and ironic angular features here. It's nice.>p>p

Last September, the New Balance 9060s, as seen on Harlow above, debuted as one of the brand's next-gen shoes, following in the footsteps of its timeless 99X series. The shoe gives us a more refined take on the future classic, considering the market's overwhelming response to its announcement. The New Balance 9060 Sea Salt, for instance, has become one of the highest-selling silhouettes in terms of sales since its release. It's another one of those New Balance classics that pay homage to the '90s (everything they do basically is, and quite frankly, it's working).

“Through the continuation of our ‘We Got Now’ campaign, New Balance is challenging our ambassadors, athletes, and fans to come together in fun and meaningful ways,” Chris Davis, CMO and Sr. Vice President of Merchandising, said in a statement. “When we allow ourselves the freedom to play in settings authentic to ourselves, there’s a liberating energy that comes from moving our bodies, showing off our skills, and doing something—whatever it may be—that we truly love.”

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>pTo learn more about the latest "We Got Now" campaign, visit newbalance.com.
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