Raheem Sterling finally has a new boot sponsor. Today, it was announced that Manchester City star has signed a multi-year deal with New Balance, immediately making him one of the brand’s biggest signings in the world of football alongside Liverpool’s Sadio Mané.
Sterling was previously signed to Nike, though rumors of a split began to circulate in 2019, when it was reported that he could become the first football player to officially sign with Jordan Brand. That inter-Swoosh move never materialized, nor did the rumored $120,000,000 switch to PUMA that was reported last year.
The now three-time Premier League winner will wear bespoke New Balance Furon v6+ boots, with special and signature editions set to be unveiled during the course of their partnership. Sterling will also get to put his own spin on lifestyle products, as Kawhi Leonard has done as New Balance’s signature NBA athlete.
“My favorite [New Balance sneakers] right now are the 327's and the special collabs they have done, such as the ALD 550's — new pairs keep coming in,” Sterling tells Highsnobiety. “Meeting with their global design team was brilliant, we spoke about some incredible custom designs I am keen on across both football and lifestyle. Watch this space!”
In addition to special edition football boots and lifestyle sneakers, Sterling and New Balance will work together to continue the work the England player has done for his community, in particular for disadvantaged children.
“I am one of those people that doesn't just do things for the attention, everything I do has a purpose,” Sterling explains. “I want to continue to do things that help people, that gives them opportunities and a chance to better their lives. This is very important to me and to New Balance and we have a number of big projects we are working on that I am really excited about.”
Sterling’s debut campaign is such a project. It is dubbed “Done Just Talking” and is set to be released under the New Balance global brand statement of “We Got Now.” The campaign was captured by a production crew made up predominantly of teenagers and facilitated by ReachOut UK, a mentoring charity for young people from disadvantaged communities.
“New Balance are more than a sponsor, they are a partner. It became clear in our conversations that their vision and aspirations matched mine both on and off the field, making the choice an easy one,” Sterling says, before adding: “I am raring to collaborate with the team and wear their boots in some of the biggest matches in football!”
Stay tuned for more news on Raheem Sterling x New Balance.
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