The South Korean superstar IU has partnered New Balance for its latest campaign, "We Got Now"

Singer-songwriter and actress Lee Ji-eun, better known by her stage name IU, is without a doubt one of Korea's biggest names in entertainment today. Having first shot to national stardom following the release of Good Day, the lead single from her 2010 album Real, IU has continued to inspire others through her philanthropy and tireless work ethic.

This year, the Hotel Del Luna star partners New Balance as brand ambassador for its "We Got Now" campaign.

"I personally understand that 'We Got Now' means 'Be yourself', and 'Voice yourself confidently as well,'" says the singer. "But, in fact, that is something that anyone can do."

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As part of IU’s on-going relationship with New Balance, the sports lifestyle giant and her will collaborate on positive messaging around causes such as equality and sustainability, as well as marketing campaigns focused on a mix of lifestyle and performance products that fit her life.

“I have always been a fan of New Balance,” says the K-pop star, who took to Instagram to celebrate the partnership. “New Balance always sends a message and offers attention to those who tell their own story. When I partnered with New Balance few years ago, New Balance was very focused on my story as an Asian entertainer.”

Stephen Roach, Marketing Director for New Balance Asia-Pacific, shared a similar sentiment: “As a multi-dimensional talent who did not follow a traditional path, IU exemplifies the New Balance brand philosophy of fearless independence. Her dedication to becoming a multi-talented musician and actress... make IU a leader and inspiration to her generation.”

New Balance’s new campaign with IU will be released in over 10 countries and regions in Asia. 

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