New Balance Music Video

WE ARE THE BAITEZE

When we ideated the idea of what could Baiteze Squad do to approach the idea of launching our 20/21 home and away kits with New Balance, the goal was simple: to create something so bold and unconventional that it would redefine what a football campaign could be. The idea of pairing football with grime felt fresh and entirely unexpected, but it also made perfect sense—it was a celebration of East London culture, creativity, and the grassroots energy that Baiteze embodies.

We worked with fellow East London talents Komenz and Melvillous to produce an original grime track that captured the essence of Baiteze. The lyrics referenced several of the team’s players while paying homage to the charm and grit of Sunday League football. The accompanying music video became a love letter to their roots, blending authentic football moments with the sharp aesthetic of grime culture.

This wasn’t just another kit launch—it was a moment. For a major sports brand like New Balance to take such an unconventional route showed incredible trust in the vision, and the results spoke for themselves. Sold-out shirts, over a million views across the network, and one of New Balance Football’s most successful UK campaigns of the year.