Caleb Wilson is face of New Balance basketball ad

Chicago Bulls rookie Caleb Wilson is one of the most popular rookies in the NBA already, being the No. 4 overall pick in this past draft. Despite it being a loaded draft class, Wilson is already standing out.

He’s been the bright spot in a very dark season for the Bulls who are 1-6 through the first seven games. Wilson is averaging 21.6 points, 6.7 rebounds and 2.7 assists per game for the Bulls, leading the way in Chicago.

Wilson has been exciting to watch and it’s only a matter of time before the NBA recognizes this and gets him in the spotlight. But already, his sponsor New Balance has figured that out. In their latest ad for the New Balance Basketball line, the brand has put Wilson front and center.

Check out the ad below which shows Wilson working on his shot in the gym along with some childhood clips of him playing basketball. The ad is centered around the aspect of “keep working and keep working hard” to achieve your goal:

NBA Rookie Caleb Wilson fronts New Balance Basketball’s latest ad

: @newbalancehoops pic.twitter.com/pwunshWKyn

— Complex Sneakers (@ComplexSneakers) November 4, 2026

Now that’s pretty damn cool.

New Balance has turned it up a notch in terms of their basketball roster, headlined by Cooper Flagg, Kawhi Leonard, Tyrese Maxey, Jamal Murry and Cameron Brink among others.

It feels like only a matter of time before Wilson hits that superstar status and becomes another big face for the brand. And that would be great news for the Bulls who believe he is the centerpiece to their rebuild.

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