Emmy-winning actress, comedian, writer and director Ayo Edebiri has joined New Balance as its newest brand ambassador, the Boston-based footwear and apparel company announced this week.

The partnership, which highlights the shared roots of the star and the brand in the Massachusetts city, kicks off with a campaign that brings Edebiri back to her hometown of Dorchester.

Edebiri, best known for her acclaimed role as Sydney Adamu in the FX series The Bear, grew up in Boston’s Dorchester neighborhood. New Balance, headquartered in the city’s Brighton section, has long been intertwined with the local culture.

The collaboration feels like a natural fit for both parties, according to statements released with the news.

In the debut campaign, Edebiri is photographed by Tyler Mitchell and styled by Danielle Goldberg, her longtime stylist. The images follow the 30-year-old creative through Dorchester and other Boston landmarks, capturing everyday moments that reflect the city’s creative spirit.

Locations include Boston Latin School, her former high school, the Boston Public Garden, and a triple-decker home evocative of the neighborhood where she was raised. She wears the iconic New Balance 574 sneaker throughout, paired with a mix of current and vintage pieces from the brand.

The campaign draws visual inspiration from the 1980s, including the local R&B group New Edition, known for its Roxbury roots. Bold color-blocking and relaxed, oversized silhouettes define the looks. Edebiri has noted that many of her friends who still live in Boston appear in the campaign, making the shoot a full-circle experience.

“I’m always thinking about the stories we tell,” Edebiri said in a statement. “Growing up in Boston, New Balance was simply part of the city’s story, so coming together feels incredibly natural. Something I admire about New Balance is that they can tell so many different stories and explore so many different styles, while always staying true to who they are at the core. I’m excited to see what stories we’ll tell together.”

Chris Davis, New Balance’s brand president and chief marketing officer, praised the addition. “She is a singular talent with a distinctive point of view and an unwavering sense of self,” Davis said. “Across entertainment, fashion, and culture, Ayo has built her career by forging her own path, bringing authenticity, creativity, and intelligence to everything she does. She shapes culture rather than follows it, and that independent spirit is deeply aligned with New Balance.”

Relevance of the Ambassadorial Deal

As an ambassador, Edebiri will appear in future brand campaigns and storytelling initiatives. She is also expected to collaborate with the company on creative projects and cultural moments, bringing her distinctive perspective to New Balance’s evolving narrative.

The partnership expands New Balance’s roster of cultural figures and athletes. Fellow ambassadors include musicians such as Rosalía, Storm Reid, Aminé, Jack Harlow and Action Bronson, alongside athletes including Shohei Ohtani, Coco Gauff, Cooper Flagg and Kawhi Leonard.

The brand, which once largely avoided celebrity endorsements under the old “Endorsed by No One” approach, has in recent years embraced a broader mix of talent that extends beyond pure performance athletics.

Edebiri’s career has spanned acting, writing, directing and comedy. Her work on The Bear earned her widespread acclaim, including Emmy and Golden Globe recognition. She has also appeared in films such as Bottoms and After the Hunt, voiced a character in Pixar’s Inside Out 2, and recently made her Broadway debut in a production of David Auburn’s Proof.

In interviews tied to the campaign, she has spoken about the special nature of returning to Boston for the shoot and working with a largely local team.

For Edebiri, the brand has personal resonance. She has recalled the New Balance store on Newbury Street as a place she spent time in while growing up. The authenticity of the brand’s other ambassadors also appealed to her, she has said.

Her personal style tends toward the sporty and laid-back in everyday life, while red-carpet appearances allow for more collaborative, elevated looks with Goldberg

The campaign arrives as Edebiri continues to balance high-profile projects. She has discussed the intensity and dedication of theater work following her time in Proof, and she is attached to the film Clarissa, which involves a connection to her Nigerian heritage through her father’s side of the family.

The New Balance partnership adds another dimension to her growing influence across entertainment and fashion.

New Balance has positioned the collaboration as a celebration of a city, a storyteller and a brand that have each built their identities by doing things their own way. For a company rooted in Boston and a star shaped by the same city, the alliance highlights themes of authenticity, independence and local pride that both have long embodied.

The initial campaign imagery is already circulating, offering a nostalgic yet contemporary portrait of Dorchester and Boston through Edebiri’s eyes.

As the relationship develops, observers will watch how Edebiri’s creative voice influences future New Balance storytelling. For now, the announcement marks a notable homecoming for one of Boston’s most prominent contemporary talents and a strategic expansion of the brand’s cultural roster.