New Balance has named actress Janhvi Kapoor as its first Indian brand ambassador, formalizing a partnership aimed at strengthening the brand’s foothold in one of its fastest-growing markets. The appointment positions Kapoor as the face of the global sportswear brand across India as part of a broader expansion strategy in the Middle East, Africa and India (MEAI) region.
The Boston-based athletic footwear and apparel company said the collaboration aims to connect performance-driven sportswear with India’s evolving fitness and fashion culture. By partnering with Kapoor, whose profile spans film, fashion and lifestyle sectors, New Balance is targeting younger Indian consumers increasingly drawn to brands that blend athletic functionality with contemporary style.
India emerges as priority growth market for New Balance
New Balance has identified India as a strategic priority within its MEAI region, where the brand is working to build deeper consumer engagement and market relevance. The country’s expanding middle class, growing fitness consciousness and increasing demand for premium sportswear have made it an attractive market for international athletic brands seeking growth beyond saturated Western markets.
The partnership with Kapoor represents a localized approach to brand building, leveraging celebrity influence to establish cultural resonance in a market where brand ambassadorships remain a powerful marketing tool.
About Janhvi Kapoor
Janhvi Kapoor is a Bollywood actor and daughter of late actor Sridevi. Since her debut in 2018, she has established herself as a prominent figure in Indian entertainment and fashion, with a significant social media following and visibility across lifestyle and fitness segments
