How Your Favourite Athletes’ Moves Are Secretly Selling You Shoes!

By The Malketeer 

New Balance’s Partnership Is Changing The Game In Ways You Never Saw Coming

In a groundbreaking move that’s set to revolutionise the world of sports marketing, New Balance has teamed up with media planning agency Mediahub and AI wizards Silverpush to launch a summer campaign that’s equal parts brilliant and eerie.

This partnership is about to change the game in ways you never saw coming.

The AI That Knows What You’re Watching

Imagine watching your favourite footballer score a spectacular goal on YouTube.

Before you can even finish cheering, an ad pops up showing you the exact boots they were wearing.

Coincidence? Not anymore.

Silverpush’s Mirrors AI technology is now analysing every frame of your sports videos, identifying athletes, brands, and even specific actions to serve you hyper-targeted ads.

But it doesn’t stop there.

This AI isn’t just watching – it’s listening too.

Your Viewing Habits Are Now a Goldmine

The partnership, set to run until August 30th, is taking advantage of this summer’s jam-packed sports calendar.

From the UEFA Euros to the French Open, Wimbledon, and the Olympics, New Balance is making sure their “We Got Now” campaign reaches sports enthusiasts across Europe with pinpoint accuracy.

The Future of Advertising or a Step Too Far?

Paul Briggs, Silverpush Europe SVP, calls this contextual advertising transformation “exciting.”

But is it exciting for consumers, or just for brands?

As this technology becomes more prevalent, we’re left wondering: how much of our viewing experience is being monitored and monetised?

Your Passion, Their Profit

Mediahub’s Suri Patel boasts about delivering “contextually relevant ads to sports fans at scale.”

Translation: your enthusiasm for sports is now a direct pipeline for targeted marketing.

As this AI-driven campaign unfolds across Europe, one thing is clear: the line between enjoying sports and being marketed to is blurring faster than ever.

The next time you watch a match highlight, remember – you might not just be reliving a great moment in sports history.

You might also be window shopping without even realising it.