New Balance Endorses K-Pop Sensation IU As New Brand Ambassador
Not exactly the newest talk in town, but New Balance has endorsed singer-songwriter and actress Lee Ji-Eun, more commonly known as IU, as the latest brand ambassador in late July. IU will take part in the global athletic label’s ‘We Got Now’ campaign and is expected to promote the latest New Balance offerings in due time, especially in Asia.
“I have always been a fan of New Balance,” says IU. “New Balance means a lot to me. I think New Balance always sends a message and offers attention to those who tell their own story.”
New Balance’s ‘We Got Now’ campaign: ‘Impatience Is A Virtue’ proffers a close-up look at what drives Team New Balance athletes as well as international fans to seize the day, claim the ‘now’ and pursue their dreams and passions. IU has kickstarted the campaign with a special video detailing how she, as a singer-songwriter, redefines herself through songwriting.
The 28-year-old multi-talented artist, who has amassed an international fan base, is well-known in the entertainment industry; the South Korean superstar wears many hats including being a singer, actress, music composer, philanthropist, and many more.
IU is most known for her roles as an ‘overweight’ student with perfect pitch Kim Pil-Sook in 2011’s Dream High, Go Ha-Jin and Hae Soo in 2016’s period drama Moon Lovers: Scarlet Heart Ryeo (alongside Lee Joon-Gi, Nam Joo-Hyuk, Ji-Soo, Bae Baek-Hyun and more) and most recently, as an immortal (or cursed) hotel manager Jang Man-Wol in 2019’s Hotel del Luna.
This is not the first time IU has collaborated with New Balance. Back in 2018, IU was appointed as the face for New Balance’s Lifestyle line. In a press release, the K-pop sensation says, “When I partnered with New Balance few years ago, New Balance very focused on my story as an Asian entertainer.”
For the superstar, New Balance’s latest campaign message ‘Impatience is a virtue’ is a principle that aligns with her belief and her life story. “I looked at the energy and message that the brand recently showed, from paying attention to those who are confidently pursuing their dreams to supporting environmental and social issues,” she adds.
“I am very confident that by partnering with New Balance, we can share the same messages to the whole world. That is the biggest reason why I joined New Balance.”
According to New Balance, the unique collaboration will span across 10 countries and regions within Asia. IU will also be driving messages on and championing certain social causes, such as equality and sustainability.
Stephen Roach, Marketing Director for New Balance APAC, says, “We are thrilled to announce IU as a brand ambassador for New Balance. As a multi-dimensional talent who did not follow a traditional path, IU exemplifies the New Balance brand philosophy of fearless independence.”
He adds, “Her dedication to becoming a multi-talented musician and actress, while also focusing on philanthropy, exemplifying a tireless work-ethic and always caring for others around her make IU a leader and inspiration to her generation.”
Check out the exclusive interview here: