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New Balance Football

Football's Next Wave


Football has seeped into culture and is creating new stories around the fringes of the game. From finding an unconventional way into the pro game to creating new ways to express your love of terrace style, the Next Wave of Gen Z players and fans are changing their relationship with football.


Find and tell new stories around the fringes of global football that communicate New Balance’s independent values globally via owned and paid media and locally via niche media partners.


Most football stories are of people striving to make it as a pro, following their dreams through the academy system. But The Next Wave of fans and players know the game is bigger than the performance side, the 90 minutes and the conventional definition of ‘making it’. Our stories were of people making the culture of contemporary football work for them and changing it in the process. So far our three stories have amassed 1m views and counting.