The athleisure revolution is reshaping the Middle East’s fashion landscape, and New Balance is riding this wave to unprecedented success.
In an interview with Arabian Business, Stuart Henwood, Regional General Manager for the Middle East, Africa, and India at New Balance, revealed how the brand is capitalising on this trend with an aggressive expansion strategy.
“Post-Covid, everyone certainly was more engaged in their wellness as a category and also comfort as well,” Henwood explained, highlighting the shift in consumer preferences that has seen sneakers paired with suits and athletic wear becoming acceptable in various settings.
This cultural shift has translated into tangible success for New Balance.
The brand has experienced “double-digit growth over the last four years across our GCC business,” with plans to open seven new stores across the UAE, Saudi Arabia, Qatar, and Morocco in 2024 alone.
The athleisure boom has blurred the lines between performance wear and everyday fashion. “I think there’s sort of the blurring of the lines these days between what is specific for running or what is specific for lifestyle. I think the consumer decides,” he noted.
New Balance’s strategy to leverage this trend goes beyond simply opening more stores. The brand has introduced a new retail concept called Uncommon Common (UCC), successfully implemented in Dubai Hills and Yas Mall. This concept is designed to cater to the evolving needs of consumers who view athletic wear as a lifestyle choice rather than just workout gear.
“New Balance is at the forefront of delivering comfort and style in an authentic way,” Henwood said. “And I think that’s really been at the heart of our success globally as well as, obviously, locally.”
The brand’s expansion isn’t limited to the GCC. Henwood disclosed ambitious plans for Africa.
“We currently have seven stores in Egypt, and we’re rolling out another four stores in Morocco, which is a key new market for us.” Further expansion is planned across “Senegal, Ivory Coast, Algeria in the months and years to come, as well as Central Africa and South Africa,” he said.
New Balance’s approach to riding the athleisure wave is data-driven and consumer-focused. “Everything we do is fact-based and data-driven from the product that we make to where we open retail locations,” Henwood explained. This strategy has allowed the brand to tailor its offerings to local preferences while maintaining its global appeal.
The company is also leveraging sports marketing partnerships to boost its presence in the region. Henwood highlighted their collaboration with Al Sadd Football Club in Qatar, which has “been really, for us, able to leverage the heat from those partnerships” into retail experiences.
As the athleisure trend continues to gain momentum, New Balance is positioning itself to capture an even larger share of the market. “As I say to the team internally, we’re just getting started,” Henwood concluded, hinting at more exciting developments to come from the 117-year-old brand that prides itself on being “a brand with heritage, not a heritage brand.”
(Source: ArabianBusiness YouTube channel)
Follow us on
