New Balance welcomes actress and creative Ayo Edebiri to its family of brand ambassadors

Actress, comedian and creative Ayo Edebiri has officially joined the New Balance family as the brand's new ambassador.

An all-round ambassador

Actress, but above all a storyteller, Ayo has built a creative career spanning comedy, writing, directing, fashion and film, standing out for her original, authentic and deeply personal perspective. Having developed her career by always following her own vision across television, film and contemporary culture, Ayo embodies a new generation of creative talent capable of redefining the boundaries of influence. Her authenticity and the freedom with which she expresses her identity make her a natural partner for New Balance.

The launch campaign

The launch campaign takes Ayo back to the places where she grew up, accompanying her through Dorchester, her home neighbourhood, among iconic locations and scenes from everyday life that capture Boston's creative spirit. Photographed by acclaimed Tyler Mitchell and styled by Danielle Goldberg, the campaign brings heritage and contemporary culture into dialogue, celebrating a city, a storyteller and a brand united by the choice to build their identities by following their own path. At the heart of the looks worn by Ayo is a timeless brand icon: the New Balance 574.

In her role as ambassador, Ayo will feature in upcoming New Balance campaigns and storytelling initiatives and will collaborate with the brand on the development of creative projects and cultural moments. Throughout the partnership, her distinctive perspective and creative voice will help shape new chapters in the New Balance story.

The comments

"We are incredibly excited and honoured to welcome Ayo to the New Balance ambassador family," says Chris Davis, brand president and chief marketing officer at New Balance. "She is a unique talent, with a distinctive point of view and a strong sense of self. In the worlds of entertainment, fashion and culture, Ayo has built her career by forging her own path and bringing authenticity, creativity and intelligence to everything she does. She does not follow culture; she helps define it: an independent spirit that deeply reflects New Balance's values."

"I always think about the stories we tell," says Ayo Edebiri. "Growing up in Boston, New Balance has always been part of the city's story, which is why this collaboration came about so naturally. What I admire about New Balance is its ability to tell ever-changing stories and explore different styles without ever losing sight of its identity. I am excited to discover which stories we will tell together."

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.