Jaden Smith has found a new apparel home at New Balance. Smith is currently working with the athletic wear brand to promote their “We Got Now”campaign. In return, New Balance highlights Smith’s Just Water nonprofit in the campaign’s latest ad. During the 30-second spot, Smith can be seen loading water on the branded truck while sporting New Balance Gear. Led by Smith, Water Box works to provide water to underserved communities.
“The campaign is full of what everyone does, and people ask me what I do. I like to say that I like to help the world and I like to give back, so the ‘We Got Now’ campaign is featuring the Water Box, which is a project I’ve been working on for a long time with my co-founder of Just Water, Drew Fitzgerald,” he told Billboard.
“The reason I wanted to do it is because I feel like it has a bigger message of We Got Now, like, the culture has now, the youth has now. The youth is going to take over and really change and bring something different for the future of the world.”
The We Got Now campaign launched this week with a line of sneakers, hoodies, tank tops and track jackets. All products will be available for sale through North American retailers and the company’s website.
