After years of speculation, Manchester City star Raheem Sterling has finally inked a multi-year agreement with New Balance, becoming one of the brand’s most high-profile additions in football after Sadio Mané of Liverpool.
Raheem’s first commercial for the brand, “Done Just Talking,” was shot with a production team mostly made up of youths and coordinated by ReachOut UK, a mentorship organization for young people from underprivileged areas. It was launched under the New Balance worldwide brand line of “We Got Now.”
The three-time Premier League winner will wear the brand’s Furon V6+ boot as part of the sponsorship. However, the New Balance’s plans with Sterling extend beyond the field. Sterling will get limited-edition performance and leisure apparel, and the connection will extend beyond merchandise. It will contribute to community initiatives in London, Manchester, Kingston, and other worldwide locations, making it a perfect fit considering Sterling’s charitable legacy.
Commenting on the association, Sterling said, “Growing up all I dreamt of was playing football. From kicking a ball around in Brent with my mates to my first Champions League Final on May 29 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.”
New Balance chief marketing officer & senior vice president of merchandising, Chris Davis said, “Simply put, this relationship is much bigger than football. Raheem is undoubtedly recognized as one of world football’s most premier talents. However, his ambition to give back to the community will be a focal point of how we realize the unique nature of this collaboration.”