New Balance has made a significant splash in the world of football endorsements by officially signing young Arsenal and England star Bukayo Saka. This announcement marks a major win for the brand, which is eager to build its reputation alongside high-profile athletes. Saka will now join the ranks of New Balance ambassadors, including Sadio Mané, further elevating the brand’s presence on the pitch.

The deal has been anticipated for months, with Saka first spotted wearing New Balance boots as early as September of the previous year. Previously an adidas athlete, Saka transitioned to New Balance footwear and has been wearing the Furon v6 for both Arsenal and England. With the launch of the next-generation v7 model on the horizon, Saka is expected to continue his association with the brand, having already tested the new boots in training.

Family has played a pivotal role in Saka’s journey, and New Balance has incorporated this personal touch into their campaign by involving his brother in capturing promotional images. Saka expressed his enthusiasm for the partnership, saying, “It feels amazing to have a brand like New Balance behind me. Working with the team and having my family involved has been a great experience so far, and it’s only just starting. It’s been a special season with Arsenal and England, and I’m excited about what the future can bring for my game and now also with New Balance.”

This move represents a strategic shift for New Balance, which has recently experienced a change in its endorsement strategy following the loss of Liverpool. The brand is now focusing on building a diverse roster of players, with Saka’s signing signaling a renewed commitment to attracting top talent. Saka will be joining Sadio Mané, who has been a key figure for New Balance in recent seasons.

Additionally, New Balance is making waves by backing teams like Serie A’s Roma and showing interest in other emerging talents. Harvey Elliott, currently on loan at Blackburn, has been seen wearing a red version of the upcoming Furon model, hinting at a potential switch to New Balance for him as well.

While speculation about Raheem Sterling joining the brand has recently quieted, New Balance’s focus on signing young superstars promises an exciting future. With the latest addition of Bukayo Saka, the brand is poised to make a significant impact both on and off the field.