New Balance × Julián Álvarez
“Born from the Streets”
The Ask
New Balance has earned respect in sports like baseball and American football but in global football, the brand’s presence feels limited.
This concept introduces a bold idea to New Balance: sign a new global face of football who represents authenticity, grit, and heart Julián Álvarez.
The goal is to position New Balance as the brand of real footballers not built on hype, but on the values that define the game: passion, community, and work ethic.
With Julián Álvarez as the centerpiece, the campaign would help New Balance make its long awaited breakthrough in the world’s most competitive sport.
The Problem
New Balance is recognized for quality and heritage, but it struggles to connect emotionally with football fans worldwide.
While competitors like Nike and Adidas dominate cultural conversations through storytelling and star power, New Balance remains on the sidelines respected, but not relevant.
The lack of a powerful, globally recognized football ambassador has left the brand without a true symbol of its identity on the pitch.
Brand Background
New Balance has built a reputation for craftsmanship and authenticity. The brand’s tagline “Fearlessly Independent” reflects its underdog mentality a perfect fit for players who rise from humble beginnings to global greatness.
In football, New Balance sponsors talented players and respected clubs, but none have yet captured the world’s imagination.
The opportunity lies in matching the brand’s independent spirit with a player whose journey mirrors that same resilience.
The Insight
The Insight
Football’s biggest stars are often marketed as icons but fans increasingly crave authentic heroes over flashy celebrities.
Julián Álvarez is one of the few players who embodies both humility and excellence. From playing barefoot on the streets of Calchín, Argentina, to lifting the World Cup and Champions League, his story is proof that greatness doesn’t start with fame it starts with heart.
New Balance can tap into that truth. Julián’s quiet confidence and team-first mentality align perfectly with New Balance’s DNA: Fearlessly Independent.
The Opportunity
New Balance can become “the people’s brand” in football a brand for players who never forget where they came from.
By partnering with Julián Álvarez, New Balance can build an emotional connection with fans who see themselves in his story hardworking, grounded, and driven.
This partnership would also allow New Balance to challenge the status quo of football marketing: less glamour, more grit.
The Solution
“Born from the Streets”
The creative idea: “Born from the Streets” a campaign that celebrates the roots of football and the players who never stopped chasing the game they love.
Hero Film
A cinematic, emotionally charged announcement video revealing Julián Álvarez as the new global face of New Balance Football.
It’s not a flashy signing video it’s a story of origin and destiny. The tone is humble, nostalgic, and powerful.
Social Media Activation Section
The social rollout focused on authenticity and emotion announcing Julián Álvarez as New Balance’s newest football ambassador through bold visuals and real stories.
The Araña Collection
Limited “Araña Collection” a bold collaboration inspired by Julián Álvarez’s journey from the streets to the world stage. Named after his nickname “La Araña”, this collection celebrates the creativity, agility, and grit that define both his playing style and the essence of New Balance.
Street Football Events
New Balance hosts community tournaments in Buenos Aires and Madrid, honoring the street football spirit. Local talent, creativity, and teamwork take center stage.
“Born from the Streets” would redefine New Balance’s role in football from outsider to emotional leader. By aligning with Julián Álvarez, New Balance can speak to a new generation of fans who value humility, authenticity, and community over flash and fame.
Conclusion/ Next Steps
Next steps:
Secure athlete partnership and rights.
Develop hero video and social campaign assets.
Launch community tournaments and product collaboration around Copa América or Champions League season.