New Balance confronts inner demons in ad starring Aaron Ramsey and Joe Root

New Balance is taking a look at the battles people fight within themselves for its 'you are your toughest opponent' campaign.

Aaron Ramsey stars in the New Balance ad campaign
Aaron Ramsey stars in the New Balance ad campaign

The footwear brand is focusing on the mental side of exercise as it seeks to buck the trend of more traditional sports advertising, which New Balance believes "focuses on physical challenge and achievement".

Activity features New Balance sponsored athletes including England cricketer Joe Root, Premiership footballer Aaron Ramsey and pro tennis player Heather Watson.

The campaign is inviting people to make and share a pledge about how they are seeking to improve themselves with an #IAmTheCompetition hashtag.

New Balance UK and Ireland marketing manager Samantha Matthews said: The message behind the You Are Your Toughest Opponent campaign is something that fitness beginners and athletes alike can relate to, which is why we felt our New Balance athletes could tell these stories perfectly.

"Performance is about much more than just the right kit – it’s having the persistence, determination and perseverance to push through whatever barriers you face, and New Balance have all the tools to help you achieve those goals."

Brand: New Balance

Agency: BMB