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.