NEW BALANCE / EDITORIAL
'THE BEAR' ACTRESS AYO EDEBIRI COMES HOME
You know her as Sydney Adamu from The Bear. And if you know STDY72™, you already know that gives Ayo Edebiri a head start around here. The Bear is one of my favorite shows. No polished TV kitchen where everybody smiles while plating something pretty. Stress.
Egos. Ambition. Chaos. People screaming at each other one minute and somehow holding the whole thing together the next. Right in the middle is Sydney, played by Edebiri with enough confidence, doubt and dry humor to survive all that noise. And that timing didn't come out of nowhere: Edebiri is a comedian too. The role earned her an Emmy, while Bottoms, Inside Out 2 and Teenage Mutant Ninja Turtles: Mutant Mayhem pushed her name way beyond the kitchen. Ayo went places. Now she's going back to where it started.
Boston. Her city, and New Balance territory. For her first campaign with the brand, Edebiri returned to Dorchester, the neighborhood that raised her. Tyler Mitchell behind the camera, Danielle Goldberg on styling and the 574 on her feet. No sneaker desperately trying to reinvent itself for another hype cycle. Just a classic that was doing its thing long before the hypebeasts showed up.
And this isn't some celebrity putting on a pair, taking the shot, cashing the check and disappearing. New Balance is bringing Edebiri into the family for future campaigns, storytelling and creative projects. From Sydney trying to keep a Chicago kitchen from exploding to Ayo standing back in Dorchester with a 574 on her feet. Yes, chef. Welcome home.
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