New Balance, the brand synonymous with running excellence opened its first store in Qatar this week, marking another key milestone in the brand’s regional commitment and journey towards expanding its retail footprint across MENA.New Balance, in partnership with franchise partner, Alshaya, inaugurated the store in Doha Festival City on April 25th, with the presence of several notable figures including New Balance’s and Alshaya’s management. Notable players from the Al Sadd FC including Hassan Al Haidous, Meshal Barsham, and Khoukhi Boualem were also in attendance alongside representatives from Aspire Zone Foundation, key sports partners of New Balance in the region.The new store follows the New Balance metro flex concept, allowing consumers to shop the full brand collection in a brand environment. With an immense floorspace of 200sqm, this key branch builds off the success of recent store openings, promoting interactivity and a dynamic shopping atmosphere with compelling narratives, innovative products, and an engaging consumer journey. Ultimately, the store makes for the perfect immersive brand experience anchored to the brand’s running heritage.Stuart Henwood, Regional General Manager of New Balance in the Middle East, Africa & India, said: “We are thrilled to be welcoming Qatari customers to our first New Balance store in the country. This store celebrates the best in-class products and experiences across New Balance’s running, lifestyle, and sports categories. Our partnerships with both Al Sadd FC and Aspire, alongside the success of the New Balance Doha Run Club earlier this year is a true testament to our commitment to Qatar and the wider region. We look forward to interacting with the Qatari community while also showcasing our latest and most innovative products in the coming weeks and months; the Doha Festival City store is only the start of our retail journey in Qatar as we look the expand even further.”New Balance has seen great success thus far in the MENA Region, with 20 stores already open and more stores to come in the next few weeks and months. Having recently opened its inaugural store in Morocco in 2023, the brand looks to continuously grow and expand its footprint & connection with consumers in the MENA region.

The collaboration between New Balance and Miu Miu brings forth a fresh interpretation of the iconic New Balance 530 running shoe, now known as the 530 SL. This collaboration blends the performance-driven ethos of New Balance with the avant-garde fashion sensibilities of Miu Miu.The campaign featuring Peris Adolwi, Julie Hoomans, and Florine Wildeboer captures stolen moments against a backdrop of domesticity, inviting viewers to project their thoughts and dreams onto the serene setting of white walls, blank phone screens, and crumpled white sheets. The mood exudes intimacy, relaxation, and playfulness, echoing through movement, gesture, and attire.Originally launched in 1992 as a performance shoe, the New Balance 530 gained a cult following among sneaker lovers due to its minimal design and premium materials like suede, leather, and mesh. In line with Miu Miu's disruptive spirit, the 530 SL reimagines this classic silhouette with a deconstructed approach, introducing an ultra-flat sole and reinvented proportions while retaining its essence.The 530 SL comes in two versions: one featuring distressed suede in a warm, natural color palette, and the other combining unprocessed suede and mesh in classic black and white. Both versions exude a lived-in, aged aesthetic, offering laces in various materials such as leather and sailing cord for wearers to personalize according to their style preferences.Comfort, character, confidence, and ease are at the forefront of this collaboration, seamlessly blending the heart and history of both brands into a cohesive and stylish offering for sneaker enthusiasts.Campaign credits: Photography: Alessandro Furchino CapriaVideography: Lucca LutzkyStyling: Lotta Volkova

The renowned global sportswear brand New Balance announces its collaboration with the Saudi cultural icon, Amy Roko, as its new brand ambassador. In joining New Balance, Amy will work closely with New Balance to foster the engagement of women and empower them through various initiatives.New Balance recognizes Amy Roko as a prominent figure leading change in the region as she fearlessly challenges societal rules and norms. Through her influential presence on various digital platforms, she has initiated thought-provoking conversations on important topics, such as gender equality, self-expression, and breaking stereotypes.With her unique sense of humor, authenticity, and relatability, Amy has connected with women from all backgrounds, empowering them to embrace their individuality and break societal expectations. By freely discussing sensitive issues and advocating for inclusivity, she has created a safe space for dialogue and has become a role model for countless women seeking inspiration and the confidence to pursue their dreams. Through her visionary outlook and determination, Amy will represent the region's consumers who crave change and embrace a futuristic perspective as she perfectly aligns with New Balance's ethos of fearless independence. She embodies the brand's spirit and will serve as a compelling ambassador, encouraging women to express themselves authentically and confidently.In her role as New Balance's ambassador, Amy will be the face of various local campaigns, with a particular focus on showcasing some of the brand's classic kicks such as the 550 and 530. Through these campaigns, Amy aims to amplify New Balance's message of self-expression, encouraging women to break barriers, redefine standards, and embrace their unique style.The partnership between New Balance and Amy Roko represents a powerful union that seeks to revolutionize the sportswear industry by challenging the norms and inspiring women to embrace their potential. Together, they aim to create a future where women are celebrated, empowered, and given the platform to drive change.

Global sportswear brand New Balance has announced its collaboration with the Saudi cultural icon, Amy Roko, as its new brand ambassador. In joining New Balance, Amy will work closely with New Balance to foster the engagement of women and empower them through various initiatives.New Balance recognizes Amy Roko as a prominent figure leading change in the region as she fearlessly challenges societal rules and norms. Through her influential presence on various digital platforms, she has initiated thought-provoking conversations on important topics, such as gender equality, self-expression, and breaking stereotypes.With her unique sense of humor, authenticity, and relatability, Amy has connected with women from all backgrounds, empowering them to embrace their individuality and break societal expectations. By freely discussing sensitive issues and advocating for inclusivity, she has created a safe space for dialogue and has become a role model for countless women seeking inspiration and the confidence to pursue their dreams. Through her visionary outlook and determination, Amy will represent the region's consumers who crave change and embrace a futuristic perspective as she perfectly aligns with New Balance's ethos of fearless independence. She embodies the brand's spirit and will serve as a compelling ambassador, encouraging women to express themselves authentically and confidently.In her role as New Balance's ambassador, Amy will be the face of various local campaigns, with a particular focus on showcasing some of the brand's classic kicks such as the 550 and 530. Through these campaigns, Amy aims to amplify New Balance's message of self-expression, encouraging women to break barriers, redefine standards, and embrace their unique style.The partnership between New Balance and Amy Roko represents a powerful union that seeks to revolutionize the sportswear industry by challenging the norms and inspiring women to embrace their potential. Together, they aim to create a future where women are celebrated, empowered, and given the platform to drive change.

New Balance, a leading global athletic brand, has opened its doors to its revolutionary retail concept store at Dubai Hills Mall, marking a significant change in how the brand interacts with consumers. The uniqueness lies in its concept, which is ‘built to put people, not products, at the centre of the consumer experience and to revolutionise the running experience”. This store aims to put the focus on people rather than products. It has been designed with central seating areas. The space invites customers to gather, share ideas, and find their unique styles. The curated assortment of products aims to cater to a diverse audience, from elite athletes to fashion influencers. Each product will be accompanied by visual storytelling elements that spotlight the origin and creators behind them, situating New Balance at the crossroads of sport and culture.New Balance had recently launched a store based on this unique idea in Abu Dhabi. Ian Fitzpatrick, Senior Director-Global Brand Strategy and Operations, New Balance, shares, “This store signifies a notable step forward in how we approach our retail spaces, featuring a more focused and specific collection tailored especially for younger customers.”