New Balance expands Middle East athletic footwear - footwearbiz: Lead

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New Balance expands Middle East athletic footwear market

04/09/2025
New Balance expands Middle East athletic footwear market
Sports brand New Balance is accelerating its Middle East expansion, planning 10-12 new stores this year and launching a full omni-channel platform on 1 January 2026. Key markets include Saudi Arabia, the UAE, Qatar, Bahrain, India and Morocco, following the opening of its first owned store in Qatar.

Senior Director Stuart Henwood said growth is driven by rising demand for premium athletic and lifestyle footwear, boosted by post-Covid wellness trends and a young, brand-conscious population.

The company is pursuing a “glocal” approach, blending global identity with local market adaptation. Recent initiatives include a Ramadan-exclusive collection, UAE-run New Balance Run Clubs, and marketing campaigns featuring Saudi fitness coach Lulwa Al-Marri and comedian Amy Roko alongside global athletes.

The expansion strengthens New Balance’s position in the Middle East athletic footwear market, combining physical stores and digital platforms to meet growing consumer demand.

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