What song plays in the New Balance Made in USA ad?

New Balance has spent years building a visual and sonic identity that stands out in a market saturated with fast messages and short‑lived campaigns. Unlike other sports brands that rely on spectacle or aggressive visuals, New Balance has found its own language: a blend of minimalism, nostalgia, craftsmanship, and urban culture. And in 2026, that language reached a new level of maturity.

Music has become the emotional core of its campaigns. It’s not just an accompaniment—it’s a narrative element that defines the tone, aesthetic, and personality of each audiovisual piece. From black‑and‑white short films to high‑energy sports ads, every campaign uses music as a bridge between the product and the story it wants to tell.

If you’ve ever wondered “What song plays in the New Balance Made in USA ad?”, or if you simply want to understand why the brand has become a reference in musical storytelling, this guide breaks down the four most important campaigns of 2026: Grey Days, We Got Now (Shohei Ohtani), We Got Now (Coco Gauff), and Beyond the Line.

1. Grey Days (Full Film) — Music by The Drin and Roland Alphonso

Grey Days is undoubtedly the centerpiece of New Balance’s creative universe in 2026. More than an ad, it’s a short film that celebrates the grey aesthetic that has defined the brand for decades. The film is introspective, artistic, and deeply connected to New Balance’s industrial and urban heritage.

🎵 What music plays in Grey Days?

The film features compositions by:

• The Drin — a band associated with post‑punk, lo‑fi, and experimental rock

• Roland Alphonso — Jamaican saxophonist and founding member of The Skatalites

This combination is surprising, but it works brilliantly. The Drin brings a raw, underground sound, while Alphonso introduces warmth, melody, and a human touch that softens the film’s industrial aesthetic.

🎧 How the atmosphere is built

The soundtrack blends:

• rough, textured guitars

• minimalist rhythms

• warm, melodic saxophone

• an analog ambience reminiscent of old tape recordings

The result is a sonic landscape that feels like an independent film from the 1980s, but with a contemporary sensibility.

🎥 Why this music works so well

• The black‑and‑white visuals pair naturally with analog, textured sounds.

• Post‑punk reflects New Balance’s urban and industrial roots.

• Ska and jazz add humanity and an unexpected emotional layer.

• The mix of genres reinforces the idea that “grey” isn’t boring—it’s complex, cultural, and full of nuance.

Grey Days doesn’t just show sneakers—it shows a philosophy. And music is the thread that ties every scene together.

Watch the film:

2. Shohei Ohtani | We Got Now 2026 — Soul and Funk for a One‑of‑a‑Kind Athlete

Shohei Ohtani is one of the most fascinating athletes in the world: a player who defies the rules of modern baseball and combines power, technique, and charisma. His ad for the We Got Now 2026 campaign captures that essence, and the music plays a fundamental role.

🎵 What song plays in the Shohei Ohtani ad?

New Balance hasn’t revealed the official track title, but the music is clearly inspired by:

• classic funk

• modern soul

• prominent bass grooves

• retro‑style percussion

It’s a vibrant mix full of rhythm and personality.

🎧 Key musical elements

• deep, rhythmic basslines

• drums with a 1970s flavor

• arrangements reminiscent of Curtis Mayfield or Isaac Hayes

• modern production that avoids sounding overly retro

The music doesn’t just accompany Ohtani—it amplifies him.

🎥 Why this soundtrack fits Ohtani

• Funk reflects his explosiveness and fluidity on the field.

• Soul adds elegance and calm—qualities that define his personality.

• The steady rhythm conveys momentum, a key theme of We Got Now.

• The blend of tradition and modernity mirrors his role as a historic athlete in a contemporary era.

The result is an ad that feels powerful, confident, and stylish.

Watch the ad:

3. Coco Gauff | We Got Now 2026 — Rhythm, Energy, and Modernity

Coco Gauff represents the future of tennis: speed, agility, intelligence, and a media presence that transcends the sport. Her We Got Now 2026 ad is an explosion of energy, and the music is the engine driving every movement.

🎵 What music plays in the Coco Gauff ad?

The soundtrack is built around:

• fast percussion

• electronic textures

• a constant, dynamic beat

• elements of modern dance and electronic music

It’s youthful, athletic, and vibrant.

🎧 How the music enhances the narrative

• The fast tempo reflects the speed of professional tennis.

• Electronic elements connect with a modern, tech‑driven aesthetic.

• The steady rhythm turns Gauff’s movements into visual choreography.

• The track’s energy conveys empowerment and determination.

🎥 Why this music works so well

• Gauff is an athlete of both the present and the future—the music reflects that duality.

• Electronic sound is associated with innovation, a key New Balance value.

• The intensity of the beat matches the intensity of the sport.

• The soundtrack transforms the ad into a sensory experience.

Watch the ad:

4. Beyond the Line (Made in USA) — Experimental Jazz to Celebrate Craftsmanship

Beyond the Line is one of the most distinctive pieces in New Balance’s 2026 lineup. Unlike the sports‑focused campaigns, this film centers on the manufacturing of the Made in USA line: a tribute to workers, materials, and the artisanal process.

🎵 What music plays in Beyond the Line?

The film uses experimental jazz, a genre characterized by:

• improvisation

• unconventional rhythms

• dense atmospheres

• complex sonic textures

It’s a bold choice, but deeply coherent with the film’s message.

🎧 How jazz reflects craftsmanship

• Improvisation evokes manual work and creative problem‑solving.

• Irregular rhythms echo the sounds of machines, tools, and materials.

• Slow, contemplative atmospheres invite viewers to observe every detail.

• The music creates an emotional space that celebrates dedication and skill.

🎥 Why this music is perfect for Made in USA

• Jazz is a deeply American genre—just like the Made in USA line.

• Its complexity mirrors the complexity of artisanal manufacturing.

• The music turns the factory into an artistic setting.

• The meditative tone encourages viewers to appreciate the work behind each pair of shoes.

Watch the film:

Why Music Matters So Much in New Balance Campaigns

New Balance doesn’t choose music randomly. Each campaign has a carefully designed sonic identity that reinforces its message.

🎶 1. Music defines the emotional tone

• Grey Days is nostalgic and artistic.

• Ohtani is confident, elegant, and groovy.

• Gauff is fast, modern, and energetic.

• Beyond the Line is contemplative and artisanal.

Music doesn’t just accompany the visuals—it interprets them.

🎶 2. Music reinforces brand identity

New Balance is associated with:

• minimalism

• authenticity

• culture

• craftsmanship

• timeless aesthetics

Its soundtracks reflect those values precisely.

🎶 3. Music makes the ads memorable

Many viewers search for the songs after watching the ads. That doesn’t happen by accident—it happens because the music is designed to stick.

Complete List: What Music Plays in the New Balance Ads?

• Grey Days — Music by The Drin and Roland Alphonso

• Shohei Ohtani | We Got Now 2026 — Soul‑ and funk‑inspired track

• Coco Gauff | We Got Now 2026 — Electronic, rhythm‑driven soundtrack

• Beyond the Line (Made in USA) — Experimental jazz

Conclusion: New Balance and the Art of Storytelling Through Sound

New Balance’s 2026 campaigns show how music can transform an ad into a cinematic piece. Each campaign uses sound as its own language:

• Grey Days turns the everyday into art.

• Ohtani turns sport into groove.

• Gauff turns movement into rhythm.

• Beyond the Line turns craftsmanship into jazz.

New Balance doesn’t just sell sneakers—it sells culture, aesthetics, and emotion. And music is the heart of that message.

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