“If someone else was doing it, no one would say anything, but when it’s a player, people claim we’re not focused enough or are distracted by something else. It’s our life, and all we want to do is express ourselves and enjoy it.”

This idea played a significant role in Elliott’s decision to join New Balance in 2021 as an 18-year-old. The Boston-born company has been making headlines in the football world since its inception in recent years, leveraging an ever-growing roster of talents such as Bukayo Saka (Arsenal), Raheem Sterling (Chelsea), Sadio Mané (Bayern Munich), Timothy Weah (Lille), and Elliott himself to reach Gen-Z audiences.

Furthermore, the brand has promoted players’ self-expression both on and off the pitch, whilst others have limited their interactions with players to performance-related activations.

While competition companies have become unduly comfortable in recent years, Elliott believes this has only benefited New Balance in developing a new way to marketing today’s football superstars. “I feel like New Balance is different to other brands right now,” he says, wearing an all-black tracksuit with the NB emblem.

“There is a story behind it, as well as a brand philosophy. I believe they are on a road that other companies will be unable to compete with, which is why people are gravitating toward the New Balance wave. Some previously popular brands are losing their concepts, whereas New Balance continues to innovate.”

Elliott says, “It’s been wonderful,” expressing his satisfaction with his experience since being a member of the New Balance family. For me, New Balance has always been a great brand. They have provided me with countless possibilities and assistance, for which I will always be thankful. Being a member of the family is wonderful, and I’m forward to see what the future holds.

Elliott, like many players before him, notably fellow New Balance athlete Weah, believes that self-expression off the field improves athletic performance, a point that many critics are content to disregard. “I go by if you feel good, you play good, which is something I always take into consideration,” he says.

“For me, fashion is about enjoying it. You work hard, and at the end of the day, you should reward yourself. I don’t mind putting on a few garments here and there, but I won’t overdo it. I’ll publish something and then erase it a few months later, but if it’s a day out, for dinner or something, I don’t pass up the opportunity [to drip].”

A new wave baller from New Balance. Shane Bain took the photographs.

“There’s a few ballers who really think about it, and fair play to them because some of them look good,” Elliott says of players’ growing interest in fashion. “I think Joe Willock is a great influence. Elliott credits Héctor Bellerín, a pioneer in the football-fashion niche, as a crucial influence.

“He’s still crushing it, too. I believe it all depends on what you choose. Someone may wear something that one group dislikes but another enjoys, thus it all relies on personal preferences. There are a few ballers who stick out.

Music is becoming an increasing interest among ballers, with artists like Memphis Depay, Rafael Leão, and Alphonso Davies exhibiting their lyrical skills to fans, similar to their passion for fashion. For the time being, Elliott is content to listen to music exclusively. “I can hop on the aux, sure! What about the microphone? “Not so much,” he says, laughing.

Harvey Elliott wears a New Balance NB AT Spinnex Vest. Shane Bain took the photographs.