Impatience is a Virtue

In 2021, as the world was just starting to open up again after a global pandemic, New Balance tasked us with creating its first truly global brand campaign. 

Impatience is a Virtue was inspired by a generation of young people who are changing the world and their sport every day. Featuring artist and activist Jaden Smith, tennis superstar Coco Gauff, two-time gold medalist Sydney McLaughlin, world-renowned footballer Sadio Mané, and five-time NBA All-Star Kawhi Leonard. 

Agency: VMLY&R
Jason Xenopoulos, North America CCO and New York CEO
Wayne Best, New York CCO
Justine Cotter, Creative Director/Writer
Rai Halim, Creative Director/Art Director