The American heritage brand is planning to open around a dozen new Middle East stores amid a surge in the athletic wear market.
New Balance is accelerating its Middle East expansion with 10-12 new stores planned this year and a full omni-channel platform launching on 1 January 2026, as the 118-year-old athletic footwear company seeks to capitalise on surging regional demand.
The company is targeting further growth in Saudi Arabia, the UAE, Qatar, Bahrain, India and Morocco after establishing its first owned-and-operated store in Qatar under a new subsidiary, Senior Director Stuart Henwood said in an exclusive interview with Arabian Business.
“Our fast-paced growth & expansion is driven by a clear growing demand for premium athletic and lifestyle footwear across the region,” Henwood said. “We’ve seen a surge in health and wellness trends post covid, coupled with a young, dynamic population that values authentic brands with a strong purpose.”
The expansion comes as athletic footwear demand across the Middle East has strengthened following pandemic-driven wellness trends. New Balance is betting on what Henwood calls a “glocal” approach, combining global brand identity with local market adaptation.
The company recently launched region-exclusive products including its first Ramadan collection and operates New Balance Run Clubs across the UAE. Marketing campaigns feature local personalities including Saudi fitness coach Lulwa Al-Marri and comedian Amy Roko alongside global athletes.
