Janhvi Kapoor Becomes New Balance's First Indian Brand Ambassador

Global sportswear brand New Balance has appointed actor Janhvi Kapoor as its first brand ambassador in India, marking a significant step in its strategy to strengthen presence in the country and the wider Middle East, Africa, and India (MEAI) region. The association reflects the brand’s focus on building cultural relevance in a market where sportswear is increasingly influenced by lifestyle, fitness, and fashion trends.

The partnership is aimed at connecting with younger, urban consumers who value performance-driven products as well as everyday wearability.New Balance said the collaboration aligns with its long-standing emphasis on individuality and self-expression, values that it believes resonate strongly with Indian audiences.

Commenting on the association, Janhvi Kapoor said she relates to the brand’s philosophy of authenticity and confidence. She added that New Balance represents a balance between style and functionality, making it relevant for people who move between active routines and daily life. Kapoor noted that the partnership reflects her personal approach to fitness and fashion, where comfort and performance play an important role.

• New Balance appoints Janhvi Kapoor as its first brand ambassador in India
• Partnership targets young, urban consumers across the MEAI region
• Move signals New Balance’s push into India’s growing sportswear market

Radeshwer Davar, Country Manager, New Balance India, said Kapoor was chosen because her journey and work ethic reflect the brand’s core principles. He stated that the collaboration goes beyond celebrity endorsement and is rooted in shared values, with an emphasis on originality and consistency. According to Davar, Kapoor’s appeal among young consumers makes her a natural fit for the brand’s plans in India.

Stuart Henwood, Senior Director for New Balance in the MEAI region, highlighted India as a key growth market for the company. He said the brand sees strong potential in the country’s expanding fitness culture and increasing demand for global sportswear labels. Kapoor’s association, he added, will help New Balance engage more closely with consumers and strengthen brand visibility across channels.

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The appointment comes at a time when international sportswear brands are increasing investments in India through local partnerships, marketing campaigns, and retail expansion. New Balance’s collaboration with Janhvi Kapoor signals its intent to play a larger role in India’s evolving sportswear and lifestyle segment.