New Balance appoints Janhvi Kapoor as maiden Indian brand ambassador
06 January 2025, Mumbai
The Indian sportswear sector, currently projected to reach $2.1 billion by 2032 with a robust CAGR of 15.5 per cent, is witnessing a transformative shift as global leaders prioritize localized market engagement.
New Balance has underscored this commitment by appointing Bollywood actor Janhvi Kapoor as its inaugural Indian brand ambassador.
This appointment is a calculated move to capture the ‘athleisure’ segment, particularly among Gen Z consumers who increasingly view fitness apparel as a primary mode of self-expression.
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Omnichannel acceleration and retail penetration
Beyond celebrity endorsements, the Boston-based brand is executing a capital-intensive physical expansion.
In late 2025, New Balance significantly expanded its southern presence, opening four experiential stores in Bengaluru’s high-growth corridors, including Indiranagar and HSR Layout.
These locations serve as ‘experiential centers,’ integrating advanced gait-analysis technology with lifestyle curation.
Strategic plans for 2026 include the launch of a unified omnichannel platform on January 1, designed to synchronize its growing network of over 50 planned standalone outlets with major e-commerce partners like Myntra and Ajio.
Navigating competitive volatility and production shifts
The expansion arrives amidst a ‘Great Recalibration’ in Indian retail, where legacy brands are defending market share against emerging homegrown startups.
To maintain its premium positioning while managing price sensitivity, New Balance is focusing on ‘glocal’ storytelling—adapting global performance standards to local cultural nuances.
India is now a core commercial engine within our MEAI region, states Stuart Henwood, Senior Director.
While competitors face inventory hurdles, New Balance’s 2026 outlook remains aggressive, supported by global sales of $7.8 billion and a strategic move towards local production to mitigate logistics-driven margin compression.
Founded in 1906, New Balance is a global leader in athletic footwear and apparel, specializing in high-performance running and lifestyle categories.
Operating in India through a direct-to-consumer model and strategic wholesale partnerships, the brand aims to reach 90 regional stores by early 2026. Financial performance remains strong, leveraging a $7.8 billion global revenue base to fund its 2026 omnichannel digital transformation and local retail scaling.
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