Raheem Sterling Announced as Global Face of New Balance

When Raheem Sterling signed up to be the new face of New Balance, he wanted to do things differently. This would be more than just wearing some boots; Raheem wanted a platform to share his message and make an impact.

We collaborated with New Balance to create more than just a campaign; ‘Done Just Talking’ is a statement of intent about the game-changing commitment between New Balance and England’s number 10. 

The launch was announced with a film, broadcast on TV in North America during the Champions League final and across social media in the UK. Raheem also featured on billboards in London and Manchester. In addition, global media covered the launch, including Hype Beast, High Snobiety, Daily Mail and Versus, with a special feature on the creation of the launch film in The Face magazine.

The Fan Intelligence Network® helped develop a creative strategy for the launch that captured both New Balance’s willingness to shape the brand around their athletes and Raheem’s passion for supporting young people who wouldn’t usually get an opportunity.

Alongside New Balance, we partnered with mentoring charity ReachOut UK to invite a group of 15-19-year-old aspiring creatives to experience life on set. The opportunity to work on Raheem’s shoot helped the group experience new disciplines and develop their skills in directing, photography, editing, and styling. This will be followed with longer-term access to mentorship and potential further work. 

Global Senior Marketing Manager for Football at New Balance, Nicola Jones, said: “Raheem Sterling is recognised across the world as a leader both on and off the pitch, and this is the start of a truly special partnership. ‘Done Just Talking’ is about showing our shared ambition and passion for taking actions to drive a real difference in football and beyond.“

Our Managing Director Rich Adelsberg added, “Sterling is like no other footballer. We’re all familiar with his journey. His refusal to accept injustice has inspired us and our Fan Intelligence® network in a different way to any other modern-day player.”

Rich continued, “Fan Intelligence® helped us tell Raheem’s story in a credible way with a launch moment that begins to back what really matters to him. It’s the perfect fit for New Balance, as a Fearlessly Independent brand. Raheem transcends sport globally, and we truly believe we have the power to make real change through this partnership.”

Traditional athlete partnerships are a thing of the past. For New Balance, this campaign is a statement of their intent to do things differently and challenge conventional wisdom. Already a global leader, Raheem is just getting started. 

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