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New Balance recently moved into basketball and released its Omni 1S shoe with NBA player Kawhi Leonard. The Rooted in Shadow project was meant to translate their global Basketball launch into a local campaign. Eyeforce found the true story of boxing legend Ramon Voorn and his son Jessey Voorn, who is a professional basketball player, and developed a coming of age film concept. The goal was to create a soulful piece, that feels more like a short film and did right to the original story. Since the film, Jessey has also become an ambassador for New Balance Benelux, and Rooted in Shadow marks the beginning of a longer collaboration.
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