The sports brand sees significant room for further premium expansion across both physical retail and e-commerce channels.
New Balance is deepening its investment in the Middle East as the US footwear giant looks to surpass $10bn in annual revenue. The company, which reported 2025 sales of $9.2bn, said the Middle East, Europe, India and Africa (MEAI) region grew 35 per cent last year, outperforming other major markets and reinforcing the region’s role in its next expansion phase.
Stuart Henwood, Senior Executive for the region, told Arabian Business that the Gulf’s youthful demographics, premium retail ecosystem and rising demand for wellness-focused lifestyles are helping reshape New Balance’s global growth strategy.
“The Middle East will play a central role in that next chapter,” Henwood said, adding that the company sees significant room for further premium expansion across both physical retail and e-commerce channels. The comments come as global sportswear brands compete for market share in the Gulf, where consumers are spending more on fashion, fitness and lifestyle products despite softer international demand.
New Balance has steadily expanded its regional footprint since opening its flagship store in Dubai Mall in 2021. The sportswear company now operates more than 90 stores across the region and recently launched its first Grey Store concept 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, is designed to showcase the company’s premium positioning through elevated retail experiences, curated product ranges and design-led store environments.
