New Balance names Janhvi Kapoor as first Indian brand ambassador
26 December 2025, Mumbai
Marking a watershed moment for the brand’s ‘think global, act local strategy,’ global athletic powerhouse New Balance has named Bollywood actress Janhvi Kapoor as its first-ever Indian brand ambassador.
This December 2025 announcement coincides with New Balance's aggressive push to transition from a cult-favorite running label to a mainstream lifestyle titan in India.
By aligning with Kapoor, the brand aims to capture the intersection of athleisure and Gen Z fashion, a segment currently driving India’s $18 billion footwear market.
Strategic retail pivot and experience-led growth
The partnership is the linchpin of a broader operational overhaul.
Following the launch of its Indian subsidiary, New Balance has shifted focus toward experiential retail, recently opening flagship stores in Mumbai, Ludhiana, and Surat.
The brand is currently on track to reach the 100-store milestone across India by the end of 2026, targeting high-growth urban corridors.
Unlike traditional retail models, these new ‘experience-centric’ stores feature central community seating and anamorphic 3D displays to foster deeper consumer engagement.
Financial resilience and market share expansion
Financially, New Balance is operating from a position of record strength. The company reported $7.8 billion in global revenue for 2024 - a 20 per cent Y-o-Y jump - and is projecting to become a $10 billion brand by 2026.
In India, the brand is capitalising on a ‘flight to premiumization,’ where average footwear selling prices have climbed above $80 (approx Rs 6,700).
India is one of our fastest-growing markets within the MEAI region, states Stuart Henwood, Senior Director. New Balance.
Kapoor’s influence will be instrumental in deepening our connection with the next generation of Indian athletes and trendsetters, he adds.
An American multinational corporation, New Balance Athletics, Inc bridges the gap between high-performance sports technology and street-style fashion.
The company designs and manufactures premium athletic footwear, apparel, and accessories, with a world-renowned reputation for its ‘Made in USA’ and ‘Made in UK’ craftsmanship.
While North America remains its largest base, over 60 per cent of revenue now stems from international markets, with India, North Asia, and Western Europe identified as primary growth engines.
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