Ayo Edebiri’s first campaign as a New Balance ambassador starts exactly where her story does — Boston.

The The Bear star returns to her hometown of Dorchester for the brand’s debut campaign with her, photographed by Tyler Mitchell across familiar landmarks and everyday Boston scenes.

At the centre of the campaign is the New Balance 574, with Edebiri wearing the classic sneaker as she moves through the city that shaped her.

It makes the partnership feel personal from the start. Rather than dropping Ayo into a polished studio campaign, New Balance brings her back to the places she knows, using Boston’s creative energy as part of the story.

And there’s a reason the collaboration makes sense beyond the sneakers.

Edebiri has built her career by moving between entertainment, fashion and culture while keeping a distinct point of view. New Balance says that independent spirit is exactly what attracted the brand to her.

As the newest member of the New Balance ambassador family, Edebiri will appear in future campaigns and storytelling projects, while also working with the brand on creative and cultural initiatives.

For now, though, the message is simple: Ayo is home, and New Balance is coming with her.