New Balance is prioritizing the Middle East for growth, according to Stuart Henwood, senior director for MEAI (Middle East, Africa and India). The Middle East region is now supported by a 90-store network and grew sales by 35 percent in 2025, outperforming other major markets.
In 2025, 15 New Balance mono-branded stores opened across the region through franchise partners and owned-operated doors, twice the number of new stores planned for the current year, Henwood told Gulf Business.
In January, New Balance’s first Grey Store concept opened in the Middle East at Place Vendôme Mall in Doha. The Grey Store format, previously rolled out in markets such as Hong Kong and Australia, showcases the brand’s premium positioning through elevated retail experiences and curated assortments. Additionally, New Balance at the start of this year established a full omnichannel platform in the Middle East, with the launch of Newbalance.co.ae.
“The Middle East has gone from being an emerging opportunity to a core commercial engine for New Balance,” Henwood told Gulf Business. “Considering New Balance has always been at the intersection of sports and culture, both performance and lifestyle are equally integral to the brand, with lifestyle continuing to represent a significant share of sales, particularly in this region. However, what’s unique here is how performance is now catching up rapidly.”
New Balance launched its MEAI subsidiary in Dubai in 2019 and opened its first flagship location at the Dubai Mall in 2021.
Henwood told Arabian Business that the Middle East’s youthful demographics, premium retail ecosystem and rising demand for wellness-focused lifestyles, including increased participation in running, are reshaping New Balance’s global growth strategy.
Supporting the growth in the Middle East includes local partnerships with Qatari football club Al Sadd SC, sponsorship of the Doha Marathon by Ooredoo, and growth of New Balance Run Clubs across Dubai, Doha and Riyadh. Marketing campaigns also feature local personalities, including Saudi fitness coach Lulwa Al-Marri and comedian Amy Roko, alongside global athletes as part of a broader “glocal” approach that sees local connections complementing its global positioning.
Henwood told Arabian Business, “Yes we’re a global brand but we lead with local nuance and cultural relevance as seen through our Ramadan campaigns, local ambassadors and our recent community-led activations.”
Image of New Balance store at Place Vendôme Mall in Doha courtesy of New Balance.
