On January 26, 'New Balance' stated that IU will be representing their latest 'Lifestyle' line. A marketing representative commented, "IU has become the new muse for 'New Balance', demonstrating her dongsaeng-like charm. She is expected to attract many consumers with her innocent, lovely image."
'New Balance' is looking forward to promoting their Spring 2018 collection with IU. Meanwhile, IU will also be starring in new tvN drama 'My Mister' airing this March.