Dorchester, Mass. native Ayo Edebiri, the openly LGBTQ, Emmy-winning star of “The Bear,” has been named the latest campaign ambassador for Boston-based New Balance.
Reports the Boston Globe:
The company, headquartered in Boston, revealed Wednesday that it has signed Ayo Edebiri as its new ambassador. According to a press release, the Dorchester native and Emmy-winning star joins the popular footwear brand to “co-author a global story inspired by the city that shaped them both.”
“She is a singular talent with a distinctive point of view and an unwavering sense of self,” said Chris Davis, brand president and chief marketing officer at New Balance, in a press release statement. ”Across entertainment, fashion, and culture, Ayo has built her career by forging her own path, bringing authenticity, creativity, and intelligence to everything she does. She shapes culture rather than follows it, and that independent spirit is deeply aligned with New Balance.”
Rocking New Balance 574 shoes, Edebiri’s New Balance campaign highlights the actress and the company’s mutual Boston roots. The press release noted that the campaign features photographs from Tyler Mitchell and styled by Danielle Goldberg that “celebrate a city, a storyteller, and a brand that have each built their identities by doing things their own way.” The release also noted that Edebiri will show up in “future brand campaigns and storytelling initiatives” and will work with New Balance “on creative projects and cultural moments.”
“I’m always thinking about the stories we tell,” Edebiri said in a press release statement. ”Growing up in Boston, New Balance was simply part of the city’s story, so coming together feels incredibly natural. Something I admire about New Balance is that they can tell so many different stories and explore so many different styles, while always staying true to who they are at the core. I’m excited to see what stories we’ll tell together.”
Edebiri joins a roster of notable ambassadors at New Balance, which also includes big names like Maine native and basketball player Cooper Flagg, plus Dodgers superstar Shohei Ohtani.