New Balance launched its new global campaign focused on performance, highlighting football player Endrick among its protagonists. With the aim of transforming the perception of what it means to be a runner, the brand reinforces the message: “If you run, you are a runner”. The campaign seeks to include the entire running community, celebrating each person’s individuality.
The campaign introduces New Balance’s new approach to its performance platform, represented by the “Run Your Way” tagline. The core message highlights diversity and inclusion, emphasizing that all runners have an essential role in building this community, regardless of whether they are elite athletes or recreational runners.
Among the brand’s global ambassadors is Brazilian Endrick, who recently moved to European football and is seen as one of the sport’s greatest promises.
“Since I was little, I ran after the ball when I played with my friends, and I also ran in my life, to provide a better situation for my family. Running, for me, is something wonderful. That’s what I do on the field, and that’s what I will always do,” said Endrick.
The campaign also features other prominent names, such as North American Sydney McLaughlin-Levrone, four-time Olympic champion, basketball player Cameron Brink, British singer Cat Burns and Swiss Catherine Debrunner, Paralympic athlete with eight medals at the Games. Paralympians.
“At New Balance, we celebrate both athletes competing at the highest level and those just starting out in the sport. The ‘Run Your Way’ campaign cast reflects our mission to value everyone who runs. From marathon runners to musicians and designers, everyone has a unique relationship with running, and we celebrate that,” said Erica Tappin, New Balance head of marketing for running.
Brazil is also represented by Kauana Araújo, an amateur runner who has completed six marathons. Kauana’s scenes were recorded on Avenida Paulista, in São Paulo, reinforcing the campaign’s local connection.
