In the heart of Boston in 1906, a seed of innovation was planted by William J. Riley. Drawing inspiration from the perfect balance found in a chicken’s foot, he established New Balance (NB), a company committed to crafting personalised arch supports that provided balance and comfort to weary feet.
This modest inception marked the birth of a brand that would later revolutionise the running experience worldwide, influencing even the dynamic landscape of the Middle East.
New Balance’s progression from arch supports to running shoes unfolded naturally.
The word of Riley’s exceptional craftsmanship circulated among athletes and royalty, resulting in the creation of custom-made footwear for runners, members of royal families, baseballplayers, and even boxers.
Maintaining our fundamental value of comfortability, New Balance has expanded further from simply athletic footwear, venturing into non-athletic footwear and evolving into a comprehensive apparel brand.
Fast forward to almost 70 years later, today and with over 4,000 stores located around the world across continents like North America, Europe, Australia, and Asia, and with a growing footprint in the MENA region, including 20 existing stores and two more on the horizon, New Balance’s message is not just about running shoes: it’s about running your way.
Under the banner of NB’s global calling, ‘Run your Way’, we celebrate individuality, challenge stereotypes and empower everyone to find their own stride, their own pace, their own joy in their movement. With the aim to make running easy and simple, New Balance doesn’t just invite people to run, it invites them to celebrate ‘themselves.’
Saudi market
Against the backdrop of the recent upswing in sports participation and an increasing emphasis on comfort and quality in Saudi Arabia, a dynamic landscape unfolds for New Balance.
Leveraging meticulously craftedcampaigns, strategic partnerships, and a dedication to comprehending the unique requirements of the Saudi market, New Balance persists in shaping the evolution of the region’s fitness community.
Our commitment to the Middle East extends far and beyond the walls of our stores and partnership agreements. By actively participating in local running events, conducting fitness workshops, and fostering a community through social media, we have not only solidified New Balance as a cornerstone in the region’s fitness landscape but also contributed to fostering a culture of physical activity.
At New Balance, we live and breathe the spirit of individual expression. It’s not just a tagline; it’s the core of who we are. We believe in amplifying the stories of individuals, celebrating their triumphs, and supporting their aspirations. Because we know that every athlete, regardless of background or goals, has a story to tell and a journey to inspire.
That’s why we champion athletes and individuals like Sadio Mane, who shares our values and core belief in giving back to the community while carving a unique path on the football field in Saudi.
Amy Roko
Further amplifying New Balance’s regional engagement, we welcomed Saudi first female rapper, Amy Roko, as our brand ambassador. Amy’s infectious energy and authentic connection perfectly embody the “Run Your Way” spirit, inspiring women across the world to embrace their unique self-expression, whether it’s conquering a personal fitness goal or simply taking a confident walk in their own skin.
These individuals, alongside countless others in the Middle East and beyond, are the heart of our “Run Your Way” movement—a testament to the power of individuality and the endless possibilities that unfold when we dare to run our own race. Their fearless pursuit of their passions is an inspiration to everyone who dares to defy expectations and carve their own course.
In embracing change, New Balance not only anticipates and adapts to but also influences shifting consumer habits, leading the path to innovation. The Urban Community Centre retail concepts at Yas Mall and Dubai Hills Mall embody this ethos, positioned at the crossroads of movement and community, these stores are thoughtfully designed to blend shopping with shared experiences, encouraging people to come together, celebrate movement, and forge connections.
‘‘We celebrate individuality, challenge stereotypes and empower everyone to find their own stride” increasing emphasis on comfort and quality in Saudi Arabia, a dynamic landscape unfolds for New Balance.
New Balance’s heritage is deeply rooted, propelled by an unwavering dedication to empowering individual journeys. With trailblazers like Ascia and Amy Roko spearheading our mission, New Balance extends beyond mere running; our focus is on redefining the meaning of success, celebrating individuality, and showcasing that every step possesses the potential to inspire the world.
