New Balance kicks up a Storm with latest celebrity tie-up

New Balance has teamed up with celebrities Storm Reid and Sante for its latest campaign.

Emmy-nominated actor and cultural sensation Storm Reid is a prodigy-turned-staple in the film world and a brand ambassador for New Balance.

Sainté is viewed as one of the UK’s most promising rap sensation. His bombastic yet subtle lyrics course through tracks that feel uniquely British.

Public and private spaces

For its latest campaign, New Balance explored the relationship between public and private spaces.

Where and how we choose to spend our time is all about balance, the sportswear brand said.


Among the new range being launched is the New Balance 550. The original 550 debuted in 1989 as a basketball shoe and was reintroduced in 2021.

The 550’s low top shoe is a clean take on the heavy-duty designs of the late ‘80s, but its upper construction is a classic look in any era.

“As the foundation of the campaign was location, we placed focus on set styling and capturing distinct, authentic and regional feelings.

“Set styling guidelines created an organic world, where the sneakers could exist seamlessly and effortlessly,” said New Balance.

Individual and intermixed films find Storm and Sainté lounging in stylized representations of their respective childhood bedrooms.

While Storm flips through pages of script while getting ready to hit the streets, Sainté is seen practicing lines, listening to music and playing basketball.

These scenes are juxtaposed with the outside world, when both celebrities emerge into another side of their respective natural environments.

The 360 campaign, in collaboration with Foot Locker, expresses New Balance’s positioning within sport, music and culture at large.

Activation zones will operate in Foot Locker at Dubai Mall, Riyadh Centre, Doha Festival City and Avenues.

New Balance has also launched a 1906 Deconstructed shoe as part of the brand’s “Protection Pack” series, which features deconstructed versions of classic New Balance silhouettes.

The 1906 Deconstructed has a mixed material upper that begins with mesh at the base. The midsole is made of ABZORB foam for cushioning and the outsole is made of durable rubber for traction.