Coco Gauff appears alongside Jaden Smith in the latest installment of New Balance‘s “We Got Now” global campaign.
Activist and artist Jaden Smith opens the new spot, proclaiming that impatience is virtue. The 30-second video encourages viewers to claim the “now” and reach for their dreams without hesitation. It is comprised of a series of vignettes that highlight each individual’s pursuit of their passions. Production spanned the globe, with shoots in the United Kingdom, the United States and South Africa.
Besides Coco and Jaden, a well known New Balance team of brand ambassadors, the new chapter of the campaign also features 2x NBA champion Kawhi Leonard, sprinter Sydney McLaughlin, renowned footballer Sadio Mané and professional skateboarders Tiago Lemos and Margie Didal, alongside everyday people who aspire to excellence in a range of athletic, philanthropic and artistic pursuits.
“As a privately-owned company with a challenger brand mindset, New Balance has embraced the notion of independence for over a century,” says Chris Davis, CMO and Sr. Vice President of Merchandising. “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.”
The WTA world No.35 Gauff is currently playing the Internazionali BNL d’Italia in Rome. The 17-year-old American fought for almost three hours to overcome Yulia Putintseva in the first round on Monday.