A car stops beside a modest pitch near Leipzig. Yan Diomandé steps out, picks up a bag full of footballs and begins training without teammates, spectators or the urgency that usually accompanies advertising for football equipment. To present a boot designed for fast play, New Balance Football chose the exact opposite pace.
The global Can’t Be Rushed campaign currently supports the launch of the new Furon model, and its central message is that becoming a fast footballer is possible, but the process cannot be rushed. The same message also appears on the brand’s current football page, where Furon is positioned as a lightweight boot designed for precision, stability and high-speed play.
The campaign was developed by New Balance Football in collaboration with London-based creative studio Blind Faith. At the centre of the film is the 19-year-old Ivory Coast international and RB Leipzig player, who became the first teenager to represent his country at the tournament during the 2026 World Cup. His speed on the pitch is not presented here through a series of explosive sprints, but through what comes before them.
Diomandé sets up the balls, repeats dribbling and shooting exercises and slowly returns to his starting position between attempts. Meanwhile, the narrator describes the features of the Furon model, from sudden stops and changes of direction to straight-line acceleration, before returning the product message to the player: the boot may be built for fast football, but a fast footballer is not made overnight.
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The film was directed by Walid Labri and produced by Lovesong Films. Instead of visual speed trails, rapid cuts and the laboratory language of performance, the camera stays with an ordinary individual training session. Benny Everitt, founder and creative director of Blind Faith, explains that the team wanted to return attention to “the simple pleasure of kicking a ball around on your own” and the unseen hours of work behind a player known for his speed.
The same calm approach was carried into the photographs taken on location by Dani Pujalte. In the main visual, Diomandé sits on a chair with his feet resting on a cooler, while the campaign message appears behind him. Furon has therefore received a communication platform about speed in which nobody tries to look as though they are in a hurry.
