New Balance "Dear 677" by BMB

New Balance aims to raise brand awareness in the UK as it replaces Adidas as the England and Wales Cricket Board kit sponsor.

The "My future self" global campaign promotes the values and experiences that have shaped athletes and fitness professionals, including Joe Root, Heather Watson and Callum Hawkins. "Dear 677, the launch film debuting on 2 May along with the unveiling of the 2017 England Cricket kit, is an open letter from the current Test team to its next player and future generations of English cricket. The campaign will run for six months and include additional long-form films and shorter social videos with brand ambassadors such as Shona Vertue and Fran Halsall. Pete Ioulianou and Ollie Agius created the film at BMB, and it was directed by Jack Driscoll through Park Village.