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New Balance tapped legendary skateboarder Tiago Lemos and NBA star Kawhi Leonard to star in a new campaign celebrating its latest shoe collection.
The new effort spotlights the prominence of two sports, basketball and skateboarding, and how the brand sought inspiration from them to create a truly unique capsule: the KL4 x Tiago Lemos Collection.
"The KL4 x Tiago Lemos Collection represents the symbiotic relationship between basketball and skateboarding’s deep cultures, while celebrating the stories of two icons that share a mutual respect for the street and court," the sports brand wrote in a statement.
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Lemos and Leonard, both legends in their respective sport, have long been ambassadors of New Balance.
Last month, the sneaker giant and the skateboarder teamed up with music brand Roland to create the "Roland x New Balance Numeric Tiago Lemos 808."
The collaboration combines the legacy of Roland's iconic TR-808 drum machine with New Balance's skate-forward footwear and Lemos' style.
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Meanwhile, KL4 x Tiago Lemos is the latest to come out of the brand's partnership with Leonard since the star was signed in 2018.
Earlier this year, the two released the "Kawhi IV," the fourth iteration of the shoe brand's only basketball sneaker line.
By teaming up with prominent figures in the sports world, New Balance reinforces itself as a powerhouse brand within the industry, further strengthening its brand identity.
Two Legends, One Court
To promote the collaboration, New Balance launched a 38-second spot starring both Lemos and Leonard sporting the new kicks.
In an open basketball court, the NBA star gets candid and retells stories from his childhood.
"Living in California, I feel like it's like second nature. Just young, come out here and skate, go to schools, parking lots, stuff like that and just, you know, ride it out and having fun as a kid. That's what I used to do," Leonard shares.
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As Leonard revisits his youth, a montage of skate sequences grace the viewer, with Lemos doing a variety of skate tricks on top of lunch tables.
The NBA star concludes by encouraging his viewers to "keep going," as the New Balance logo ends the spot.
Previously, New Balance launched a short film titled "Grey Days" that celebrated its rich heritage.
Editing by Katherine 'Makkie' Maclang
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