New Balance, a brand synonymous with athletics since 1906, has carved a unique path in the world of sportswear and accessories. The brand’s success is evident – in 2023, it raked in a whopping $6.5bn in sales worldwide.
Furthermore, its trendsetting collaborations and focus on values have made the brand a global favourite. Here, Stuart Henwood, regional GM MENA (Middle East and North Africa) and India at New Balance, talks about the company’s successful growth trajectory in the Middle East and why its appeal resonates with customers in the Middle East. What inspired New Balance to expand its presence in the Middle East market? The MENA region is a hugely exciting and diverse market that is increasingly setting cultural trends on a global level.
Since establishing our New Balance MENA subsidiary in Dubai in July 2019, we’ve been on an expansion journey across both the GCC and Africa. We’ve seen strong growth including doubling sales at our flagship store in Dubai Mall from 2022 to 2023 and have opened owned and operated stores in Dubai and Abu Dhabi, with plans to launch two more across the UAE this year. Our network of partner stores also continues to expand across Kuwait, Qatar, Egypt, and Morocco, reflecting our commitment to engaging with diverse communities across the region.
What are the core values that have made New Balance such a global icon? How has it endured and maintained its popularity? Put simply it’s about maintaining our core principles no matter w.