New Balance has just raised the stakes in the football endorsement arena by officially bringing Arsenal and England rising star Bukayo Saka into their fold. This move is a strategic play to bolster the brand’s image, placing Saka alongside the elite company of Sadio Mané.
The announcement, long anticipated by football fans and industry insiders alike, confirms Saka’s transition from his previous adidas association to New Balance. The 21-year-old forward had been seen sporting New Balance boots since last September, a prelude to this official partnership. His choice of footwear, particularly the Furon v6, will likely continue with the introduction of the next-generation v7 model, which Saka has already been testing in training sessions.
Adding a personal touch, New Balance engaged Saka’s family in their promotional campaign, with his brother playing a key role in capturing the debut images. Saka shared his excitement about the collaboration, stating, “It feels incredible to have New Balance supporting me. Having my family involved in this journey makes it even more special. It’s been a remarkable season with Arsenal and England, and I’m eager to see what lies ahead with New Balance.”
This signing marks a new chapter for New Balance, which has been reconfiguring its approach following the end of its partnership with Liverpool. Saka’s addition to the roster not only strengthens their profile but also aligns with their broader strategy to recruit promising young talents. The brand’s ambition is evident in their recent endorsement of Serie A side Roma and their growing interest in players like Harvey Elliott, who has been seen sporting the upcoming Furon model during his loan spell at Blackburn.
Despite the recent cooling of rumors around Raheem Sterling potentially joining New Balance, the brand’s focus on emerging stars highlights a forward-looking vision. With Bukayo Saka now officially part of their team, New Balance is poised to make significant waves in the football world, leveraging the growing influence of its young, dynamic ambassadors.
