New Balance has officially announced a brand new partnership with Jaden Smith. The musician's work with the brand kicked off when he recently appeared as the first ambassador in its "Runs in the Family" campaign celebrating the brand's history, and its philosophy of "fearless independence."
"Being an icon is never a goal of mine. My vision is to create as much art as possible, and inspire people to do the same," says Smith in the advertisement. "What's next for the Jaden family is revolutionary, and it's going to be completely different from anything I've ever done before."
The new campaign marks the start of a working relationship between Smith and New Balance, but the young creative has been seen wearing multiple silhouettes from the brand many times before. He can even be seen rocking a women's colorway of 650s on the cover for the deluxe version of his latest album, ERYS.
It is currently unclear if the partnership will result in some Jaden x NB collaborations in the future, but customers can currently shop the 997H ($90) and 997 Sport ($120) worn by Smith for the campaign here.