New Balance • We Got Now
In 2021, as the world was just starting to open up again after a global pandemic, New Balance tasked us with creating its first truly global brand campaign.
Impatience is a Virtue was inspired by a generation of young people who are changing the world and their sport every day. Featuring artist and activist Jaden Smith, tennis superstar Coco Gauff, two-time gold medalist Sydney McLaughlin, world-renowned footballer Sadio Mané, and five-time NBA All-Star Kawhi Leonard.
![](https://freight.cargo.site/t/original/i/5c14edc399f4a8b5a5687df7f325e055efb224e96858b7c0c932e631d43299e1/2021_WGN_LongForm_YT_16x9_MainVersion.mp4-high.gif)
![](https://freight.cargo.site/t/original/i/483f9d9a28fb90213aa5e79f952659a2b8a4b691ba0e6d14d1c25043b4cc1e8f/Impatience-is-a-Virtue-high-6.gif)
![](https://freight.cargo.site/t/original/i/751be759f33ef0d3297fb80568448f55ae760c2e6fdd863564c3f552674b772d/coco_stadium.jpg)
![](https://freight.cargo.site/t/original/i/c75f234ead9355effac6b3c24fc0162a739d26d4ae79f2808977eb5994e3a213/basketball.jpg)
![](https://freight.cargo.site/t/original/i/c29f5e6a75598b2afb5700a76d46c8484f7f79e8f1769ae98678455636ba7eb6/Jaden.jpg)
![](https://freight.cargo.site/t/original/i/ba59f0d51f68d9a8a88926abfa6115245380ad0ab1bc01580a1ed19fdd6a82fd/CHINA.jpg)
![](https://freight.cargo.site/t/original/i/877b8d5d64297a531986c5696958cc4e9c1907fbb451fbe4c7f411b98525cd24/Subway.jpg)
![](https://freight.cargo.site/t/original/i/252793c8bd8f4394b15bca500d4cbbcd7d8a9c3de91449ed5f5ff610319d8811/jaden_spanish.jpg)
![](https://freight.cargo.site/t/original/i/c5d8dfe5de495e0a08b2fcb2cc573c7ff2a9447585911ed4b7f91f582c22f95f/Screen-Shot-2021-06-09-at-11.09.38-AM.png)
Global Press Coverage:
![](https://freight.cargo.site/t/original/i/163cdba196297fb8b59a5723fba75d672b5f4956941bcd48d43690d372e0f9e9/press_coverage.jpg)