Raheem Sterling Signs With New Balance And Launches Debut Campaign

Manchester City and England star Raheem Sterling has signed with sportswear giant New Balance, becoming a new global face of the brand. 

The move follows months of speculation linking Sterling to the likes of Puma, however the deal will see the forward wear New Balance boots and collaborate with the brand across performance and lifestyle products. 

The pair have also released Sterling’s campaign for the brand, ‘Done Just Talking’, which was released as part of New Balance’s global brand statement of ‘We Got Now’.

The campaign was captured alongside a production crew made up predominately of teenagers and facilitated by ReachOut UK, a mentoring charity for young people from disadvantaged communities. 

The debut campaign tells parts of Sterling’s story and reaffirms his commitment to ‘driving positive social change’. As part of the campaign, the young people involved attended the photoshoot and shadowed those on set, learning disciplines such as directing, photography, editing, and styling, with all those involved offered longer-term access to mentorship opportunities.

“Growing up all I dreamt of was playing football,” said Sterling.

“From kicking a ball around in Brent with my mates to my first Champions League Final on May 29th and representing my country at this summer’s European Championships, in my hometown. There’s so much more I want to achieve, both on and off the pitch, and this partnership will provide me with the platform to do so.”

Chris Davis, New Balance Chief Marketing Officer & Senior Vice President of Merchandising added: “At New Balance, we believe that our ambassadors are truly a reflection of our values as a brand. Simply put, this relationship is much bigger than football. Raheem is undoubtedly recognized as one of world football’s most premier talents evidenced by his key role for both club and country. His ambition to give back to the community will also be a focal point of how we realize the unique nature of this collaboration. 

“Our transformative alliance will showcase co-authored product collections and storytelling, elevating Raheem’s unique persona both on and off the pitch.”

The brand says that ‘giving back’ is an important part of its values, and will work with Sterling – who received the Integrity and Impact Award Founded by Dow Jones Sports Intelligence at the Sport Industry Awards 2019 – to support his philanthropic efforts. 

The brand will also give Sterling an ‘influential and pinnacle role’ across its categories, including lifestyle and creative design.