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New Balance Football has launched a global campaign showcasing its new Furon football boot. Designed for speed, the campaign’s hero film defies expectations by focusing on the slow, methodical path to greatness. ‘You can become a fast footballer’, New Balance tells us, ‘but you can’t rush the process’.
Created in collaboration with London-based creative studio Blind Faith, the campaign features 19-year-old Ivorian footballer Yan Diomandé, who was one of the breakout stars of this summer’s World Cup and is reportedly set to move to Real Madrid from RB Leipzig. Known for his rapid pace, he’s a perfect match for the Furon, but as the campaign reminds us, this kind of skill is the result of slow, consistent training.
The film, which was directed by Walid Labri through Lovesong Films, takes place on a grassroots pitch in rural Leipzig. It follows Diomandé as he gets out of his car with a bag of balls, and proceeds to practice his dribbling and shooting by himself, moving in a noticeably unhurried manner. In the background, a narrator explains: “The Furon is a football boot built for fast football, but becoming a fast footballer can’t be rushed.”
Commenting on their approach, Benny Everitt, founder and creative director of Blind Faith, said: “In a category obsessed with speed blurs, straight-line speed and optimisation, this film celebrates the simple pleasure of kicking a ball around on your own. It reminds us that it’s the slow, often unseen processes that go into becoming one of the fastest footballers in the world. And Yan undoubtedly is just that.”
All assets: New Balance Football / Blind Faith
The film is accompanied by other key visuals, shot in the same location by Spanish photographer Dani Pujalte. In the main image, Diomandé is seen relaxing on a chair, with his feet up on a cooler and the message of the campaign written behind him.
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