We Got Now: New Balance adds IU to its roster of brand ambassadors

Forget BlackPink or BTS, IU’s got now.

New Balance recenty announced that they added singer, songwriter, producer, actress and philanthropist IU as the brand’s latest brand ambassador. IU’s part of the brand’s latrest ‘We Got Now’ campaign.  While most of us may not know of IU, she’s done a great deal across several industries in the arts and definitely fits the brand’s campaign.

“I have always been a fan of New Balance,” says IU. “New Balance is meaning a lot to me. I think New Balance always sends a message and offers attention to those who tell their own story. When I partnered with New Balance few years ago, New Balance very focused on my story as an Asian entertainer.” 

You might’ve seen her as part of the ‘Impatience Is a Virtue’ video, which also features other athletes and ambassadors such as Jaden Smith, Coco Gauff, and our very own Margie Didal. IU’s video talks about how she redefines herself through songwriting.

As part of IU’s on-going relationship with New Balance, IU and the brand will collaborate on positive messaging around causes such as equality and sustainability, as well as marketing campaigns focused on a mix of New Balance lifestyle and performance products that fit her life.