How New Balance welcomed Endrick to Madrid

Madrid is a city devoted to football. You can tell as soon as you land at the Adolfo Suarez Madrid-Barajas Airport and are surrounded by an uncontrollable amount of football jerseys. And this summer is a magical moment for Spanish football, with the fresh European champions both with the National Team of De La Fuente and of course with the clubs, thanks to another triumph of Carlo Ancelotti's Real Madrid. The fifteenth has arrived unexpectedly for the Blancos club, in a transition phase between the team of great champions that has been so far and the one of new phenomena that Florentino Perez has managed to snatch from the competition, in some cases anticipating it by going to get the youngest prodigies in their home countries. This is the case of Endrick, the most dazzling Brazilian talent of his generation, who was acquired by Real Madrid when he was still a teenager and scoring repeatedly with the Palmeiras jersey. Now the striker has finally reached the legal age and was able to take that plane from Brazil that brought him to the most important football club in the world. He too landed at Barajas, the airport where all the champions of the Blancos arrived, with the dream and ambition to write another page in the history of the club, to be the icon of another generation of winners with the white jersey. 

Despite his young age, Endrick seems to be surrounded by that aura that only the chosen ones possess, those who have made a pact with destiny. He possesses a dazzling talent and a magnetic charm that belong only to those who are born with it, a blessing and a burden to live with. Every public appearance, every photo of him becomes a portrait to be framed, the background of some smartphone or the confirmation that not all objectives capture us equally. And it is precisely this natural charisma that has also attracted, among many others, New Balance, which has decided to make him its new Global Testimonial for football. An important bet but at the same time seemingly impossible to lose, given how Endrick has managed to skip steps in his career, arriving in just a few years from the orphanages of Sao Paulo to the Santiago Bernabeu. And it is precisely while waiting for his first official match with the Real jersey that New Balance has decided to do things big to announce its star to the Madrid public, with an event that has taken over the Matadero. 

We enter the long dark corridor that takes us to another dimension compared to the scorching sun outside, passing through a mirror with the New Balance logo. The brand born in Boston has landed in Spain and has immediately learned the local traditions, combining football with lifestyle, music and food, then presenting the new face of Real Madrid between two wings of a crowd. We start with the 3vs3 tournament on a synthetic pitch set up in one of the largest rooms of the exhibition space, on which the teams face each other wearing jerseys made with Endrick's logo and that of NB and wearing the shoes that New Balance has created for the Brazilian footballer, the TEKELA V4+. The signature "Rising" edition, presented during the event, has a regal white and metallic gold colorway, while the soleplate is also gold like Endrick's logo on the heel, his initials creating a tornado. 

The effect produced on the pitch by the young prodigy from Vila Guaíra, both when he takes on defenders at high speed and when he enters the enclosure that delimits the tournament area, where hundreds of fans are waiting to ask him for a photo or an autograph. A passion that is only just beginning, but that has all the elements to ignite even more. After all, the sporting marriage between Endrick and Real Madrid seems to be written in the stars, the most successful and untouchable club in the world that welcomes a young superstar with the mark of the chosen one. The future of Brazilian and European football is becoming the present before our eyes, or rather, to paraphrase the slogan chosen by New Balance, We Got Now.