Raheem Sterling Announced as New Global Ambassador for New Balance Football
Raheem Sterling has signed a sponsorship deal with New Balance Football, making him the face of the brand both on and off the pitch. The England internatio
Raheem Sterling has signed a sponsorship deal with New Balance Football, making him the face of the brand both on and off the pitch. The England international and Manchester City forward brings influence that extends well beyond the sport, aligning with the company’s ambition to reach new audiences in lifestyle and product design.
A Partnership That Goes Beyond Football
For Sterling, the move to New Balance represents more than a typical sporting endorsement. The three-time Premier League winner has described the American brand as the ultimate platform to pursue his multiple goals — both inside the stadium and in the community. New Balance’s Chief Marketing Officer Chris Davis emphasised that the partnership must reflect the brand’s values and transcend the game itself.
This collaboration is expected to give Sterling a prominent role in shaping New Balance’s lifestyle offerings and future product campaigns, a level of influence the Boston-based firm has not previously granted to an ambassador.
Debut Campaign Built Around Youth Empowerment
Sterling’s first campaign under the partnership, titled “Done Just Talking,” launched as part of New Balance’s global “We Got Now” platform. The production team consisted entirely of teenagers from ReachOut UK — a charity that supports young people from disadvantaged backgrounds across the country.
The initiative reflects Sterling’s own journey from playing football in the Brent suburbs to becoming a world-class striker, a story that continues to inspire the next generation of players and fans.
On-Pitch Debut with Custom Furon Boots
Sterling will wear the New Balance Furon v6+ boots in his next official match. A specially designed pair of the lightweight silo has been made for the English international.
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