New Balance doubles South India presence with second store in Chennai
11 February 2026, Mumbai
Boston-based athletic giant New Balance has intensified its aggressive retail push in India, inaugurating its second flagship store at the Express Avenue Mall in Chennai. This launch marks a strategic doubling of the brand’s Southern India footprint within just six months, signaling a shift in focus toward high-conversion urban clusters. While the national activewear market is projected to reach $1.9 billion by 2030, New Balance is outpacing general sector trends by prioritizing ‘performance-meets-lifestyle’ hubs. The Chennai expansion follows a string of recent openings in Bengaluru and Hyderabad, as the brand tracks toward a significantly larger retail map for FY26.
Community-centric retail vs transactional models
Breaking away from traditional transactional retail, the new Express Avenue outlet emphasizes a community-driven environment. This was demonstrated by a post-launch 5K run involving over 100 local athletes, showcasing the brand’s ‘1080 v15’ performance line. Radeshwer Davar, Country Manager, New Balance India, noted, the region’s ‘deep appreciation for quality and design’ is a critical catalyst for this accelerated growth. By integrating localized cultural ambassadors like actress Malavika Mohanan, the brand is successfully bridging the gap between elite performance gear and the ‘casualization’ trend currently dominating Indian fashion retail.
Global scale meets local innovation
New Balance reported worldwide sales of $7.8 billion in 2024, supported by a workforce of 10,000 associates. In India, the company’s strategy for 2026 involves scaling through an ‘independent since 1906’ brand identity that resonates with Gen Z’s demand for authenticity. Challenges such as price sensitivity and a crowded marketplace are being addressed through premiumized, ‘experience-first’ stores rather than mass-market discounting. This approach aligns with the company's global directive to increase direct-to-consumer (DTC) sales to 35 per cent of its total mix by late 2026, leveraging high-footfall locations to drive both brand equity and technical credibility.
New Balance is a global leader in performance footwear and apparel, headquartered in Boston. Specializing in high-tech running shoes and lifestyle sneakers, it maintains a unique ‘MADE’ manufacturing heritage in the US and UK. The brand is currently doubling its Indian retail presence to capture the rising athleisure demand.
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