Miami’s DJ Irie is a busy, busy man. As one of the top DJs in Miami—he entertains the crowd at Heat games and keeps the club jumping down there as well when he’s not working on his radio show—the guy is seemingly always on the run. So New Balance picked him to star in the fifth installment of their “Where Are You Running To Next?” campaign. Following in the footsteps of DJ Mars, Clinton Sparks, Rich Medina, and Don Cannon, Irie takes us through a tour of one of his typical days to fill us in on just how busy things get for him.

And, you know what? It’s pretty interesting. We’ve already expressed just how much we like Under Armour‘s “Are You From Here?” video series. And we have to say that we like this one just as much, if not more. New Balance is obviously trying to sell us running sneakers here. But we like how they freak the “running” aspect to include someone who’s simply always busy and could use a pair of NBs to get through their day.

Take a look at a day in the life of Irie below. Does this spot make you want to cop a pair of New Balances? Or, should they take a new approach to selling sneakers? Either way, this is an entertaining look into the life of a busy man.

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