Henwood on New Balance Fashion

New Balance is making significant strides in expanding its presence across the MEAI (Middle East, Africa, and India) region while staying true to its core values of community-building, quality craftsmanship, and innovation.

The global sportswear giant, which is projected to achieve $7.8 billion in growth by 2024, is blending its heritage with cutting-edge designs to connect with a diverse, trend-conscious consumer base.

Innovation Meets Tradition

Senior director Stuart Henwood explains that New Balance's success lies in its ability to balance its heritage with forward-thinking initiatives.

The brand has embraced the intersection of sport, wellness, and fashion, offering iconic lifestyle products like the 990 series, which has fueled the "dad shoe" trend, alongside high-performance running gear such as their Fresh Foam line.

Campaigns like Run Your Way and initiatives such as the New Balance Run Club (NBRC) are central to the brand's ethos, empowering runners with a sense of individuality and community.

Expanding Retail Presence in the MEAI Region

New Balance has been sharpening its retail strategy across the MEAI region, planning to open seven new stores within the next 24 months, including a flagship location in Dubai Mall.

A key element of the retail experience is the "Uncommon Common" concept (UCC), designed to deliver a unique and immersive shopping environment that resonates with a diverse demographic of customers.

With an eye on expansion in key markets like Saudi Arabia, the UAE, Kuwait, Qatar, India, Egypt, and Morocco, the brand aims to achieve $10 billion in revenue.

Strategic partnerships, such as a five-year extension with Al Sadd SC and a collaboration with Ooredoo to support the Doha Marathon, emphasize New Balance's commitment to engaging with local communities.

Cultural Collaborations Drive Appeal

The company continues to strengthen its appeal by collaborating with cultural icons, athletes, and designers.

Partnerships with figures like British rapper Action Bronson and organizations like Sun and Sand Sports highlight New Balance's ability to connect with different audiences meaningfully.

These collaborations not only stay on-trend but also align with the brand's goal of delivering an authentic and inclusive message.

Fostering a Global Community

New Balance's efforts go beyond products and campaigns—its mission is to create lasting, positive change.

By emphasizing quality, authenticity, and craftsmanship, the company seeks to engage its customers through innovative design and sustainability.

Digital engagement and community-focused campaigns further reinforce its position as more than just a sportswear brand.

Through its commitment to innovation, retail evolution, and cultural collaborations, New Balance is making a profound impact in the MEAI region while setting its sights on ambitious global growth.

Whether through commemorating heritage or championing individuality, the brand continues to thrive at the intersection of sport, fashion, and people-centered initiatives.

Source: gulfbusiness

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