The global campaign 'We got now,' created by VMLY&R New York, taps into Gen Z.
New Balance flipped the age-old saying "patience is a virtue" on its head in its new campaign, "We got now."
The footwear brand tapped actor and musician Jaden Smith to preach that "impatience is a virtue," because it gives Gen Zers control of their own destiny. He’s joined by tennis star Coco Gauff and Olympic sprinter Sydney McLaughlin. In the vignettes, McLaughlin practices hurdles, while Gauff masters serves. Smith delivers water for his Water Box project, which provides communities access to clean water. "When you know what you want, waiting isn’t an option," Smith says in the spot.