New Balance has appointed Ger Wright, former managing director of Sport at Frasers Group, as its VP of Sales for the EMEA region.
Wright has 25 years of retail experience.
During her three years at Frasers Group, which concluded in September 2025, she accelerated its “Elevation” strategy across all sports brands. Wright also spent over 14 years at Nike, culminating in two years as VP and GM of its Merchandising Marketplace for the EMEA. Other roles included accounts manager and retail coordinator manager for Ireland at Levi’s between 2002 and 2006.
Wright wrote on LinkedIn: “It’s a new year, and I’m thrilled to announce that I’ve just started a new chapter in my career as vice president sales EMEA at New Balance. Having worked with New Balance in recent years, and run the London Marathon with them last year, I truly fell in love with the brand’s culture, product and team. I’m energised to be back in a brand leadership role, working alongside the team to capitalise on the momentum New Balance is creating and to take our EMEA business to new heights, realising New Balance’s amazing ambitions.”
Images courtesy New Balance
