Tennis Identity

Milos Raonic pens a letter to his future self.

New Balance’s latest campaign highlights how the goals and values of athletes drive their decisions and guide their journey through letters written to their future selves.  I’m a big fan of the Canadian’s game and persona.

The NB campaign launch features Boris Berian, who went from a fast food line cook to an Olympic finalist and World champion runner in 18 months and Alexis Sablone, a female X Games Gold Medalist who is also a MIT graduate/architect. Canadian tennis talent Milos Raonic is featured below.

“Every New Year represents a new beginning, a new opportunity for self-improvement and presents that iconic moment for athletes and individuals around the world to redefine personal ambitions, motivations and sense of purpose,” says Chris Davis, New Balance Vice President of Global Marketing. “At New Balance, our marketing is a reflection of our values, so we created the Letters to My Future Self campaign to showcase the true individuality, grit and unparalleled persona of our world class athletes. Through their own words, reflections and inner strength, they inspire athletes everywhere to unrelentingly pursue the best version of their future self.”

Berian’s letter captures his journey from fast food to fast finishes appearing in the Men’s 800 meter final in the Olympics this past summer. Boris worked as a line cook as recently as 18 months ago, but never gave up on his dream or himself despite the struggles he faced in school, financially and with training. Sablone, a gifted skateboarder and architect, sees the world through a unique lens and fearlessly embraced that difference and made it her own which took her to the medal stand at the X games five times.

Milos raonic
Raonic, uses the fire to win as a competitive advantage on the court and off fueling his 140+ mph serves and inspiring the next generation of athletes.


Mini films on global athletes including runners Ciara Mageean and Tom Barr will highlight their aspirational stories through their own letters to their future selves.

“These films portray how overcoming obstacles both in sport and in life represent a transformative experience that can forever alter an athlete’s journey and outlook for the future, says Davis. “What you would say to your future self is a powerful realization of your fears, values, ambitions and the type of person you want to become.”

New Balance will offer a multi-dimensional “What would you tell yourself?” experience at where consumers can write their own letter to their future selves self about aspirations in sport and life and the brand will send it back to them in one year through a unique time capsule initiative.

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One thought on “Milos Raonic pens a letter to his future self.”

  1. The time capsule initiative is a nice program. It will definitely be a nice way to check your progress and goals you have finished for that span of 1 year. Kudos to New Balance! Can’t wait to read Milos’ letter to his future self.

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