Stuart Henwood discusses New Balance’s impressive growth and strategies to enhance brand relevance in the Middle East and beyond.
In a recent interview with Gulf Business, Stuart Henwood, senior director of New Balance for the Middle East, Africa, and India (MEAI), elaborated on the company’s significant global growth, retail strategy, and community involvement. New Balance has reportedly achieved a remarkable $7.8 billion in global growth during 2024, reflecting the brand’s commitment to blending traditional craftsmanship with innovative performance technology.
Henwood attributed this momentum to the brand’s dedication to authenticity and community engagement. He noted that New Balance has focused on collaborations with cultural icons, designers, and athletes, which have helped maintain the brand’s relevance in various markets. Notable partnerships include collaborations with British rapper Action Bronson and exclusive sneaker releases via Sun and Sand Sports in the region.
The discussion turned to the emerging “Dad shoe” trend, which has elevated New Balance’s reputation in fashion circles. Henwood explained that the trend represents a convergence of timeless design and comfort, particularly highlighting the 990 series—initially launched in the 1980s as a premium running shoe. Its understated design has enabled it to transcend athletic use and gain popularity amongst a young, fashion-forward audience. “New Balance has always prioritised functionality and comfort — traits that have become stylish in their own right,” Henwood remarked.
Amid ongoing retail expansion in the Middle East, New Balance has opened seven new stores in the last two years, including a flagship store in Dubai Mall. The new Uncommon Common concept (UCC) aims to deliver immersive brand experiences tailored to the regional market. “We want customers to feel the craftsmanship, innovation, and cultural relevance of New Balance the moment they walk in,” Henwood said.
With lifestyle changes increasingly blurring the lines between fitness, wellness, and fashion, Henwood stressed that New Balance is designing products that cater to this duality. The company’s Run Your Way ethos promotes individual approaches to fitness, affirming that there is no “one-size-fits-all” solution. This philosophy has guided New Balance in merging high-performance products with contemporary designs suitable for everyday life.
Looking to the future, New Balance has set its sights on reaching a revenue goal of $10 billion. Henwood articulated that achieving this milestone involves not only financial growth but also scaling the brand’s community impact. Plans include further investments in innovation and expanding product ranges while strengthening ties within local communities. Recent initiatives, such as a five-year partnership extension with Al Sadd SC and a collaboration with Ooredoo for the Doha Marathon, showcase their commitment to community engagement in the region.
As New Balance continues to engage younger, trend-conscious consumers, Henwood emphasized the importance of maintaining authenticity and individuality. He highlighted the brand’s reliance on digital engagement to connect with audiences where they spend their time, noting that younger consumers often seek deeper connections with brands. “At the end of the day, our commitment to quality, innovation, and community ensures that we’re not just keeping up with trends but often setting them,” he added.
Overall, New Balance’s strategy combines tradition with modernity, aiming to be more than just an athletic brand but a movement that empowers individuals through sport and life. The company’s evolving presence in the MEAI region, complemented by a focus on community and sustainability, is poised to define its trajectory over the coming years.
Source: Noah Wire Services
