New Balance’s Stuart Henwood on growth, innovation and fitness fashion

In this interview with Gulf Business, Stuart Henwood, senior director of New Balance in the Middle East, Africa, and India (MEAI), discusses the brand’s impressive $7.8bn growth in 2024, its focus on blending heritage with innovation, and its evolving retail strategy in the region.

Henwood also shares insights into New Balance’s commitment to community-building, its impact on fashion trends, and the company’s plans for continued expansion in the next five years.

New Balance saw $7.8bn in global growth in 2024. Beyond the numbers, what’s driving this incredible momentum?

At New Balance, our growth reflects our commitment to blending heritage with innovation since our onset in 1906. We’ve stayed true to our roots in craftsmanship while pushing boundaries in performance technology and style.

Collaborations with cultural icons, athletes, and designers have allowed us to stay relevant across diverse markets. For instance, partnerships like the one with British rapper Action Bronson and our exclusive sneaker drops with Sun and Sand Sports here in the region for example, have helped keep us relevant and exciting in diverse markets.

Beyond products and partnerships, a key driver of our momentum is the vibrant communities we’ve cultivated through initiatives like the New Balance Run Club (NBRC) under our Run Your Way campaigns.

Across the region and globally, our run clubs are offering spaces where people connect over shared goals of fitness, wellness, and personal growth. This strong community engagement, combined with our focus on authenticity and quality, continues to position New Balance as a leader in the industry.

From the streets to the runways, “Dad shoes” have become a style staple. How did New Balance find itself at the heart of this trend?

The “Dad shoe” trend is indicative of how timeless design and comfort can intersect with modern fashion. New Balance has always prioritised functionality and comfort — traits that have become stylish in their own right.

The 990 series, originally launched in the 1980s, was designed as a premium running shoe, but its understated design and quality craftsmanship made it a staple beyond athletic circles.

Fast forward to today, and you see those same models on fashion runways and in streetwear, embraced by a new generation that values authenticity and heritage. We’ve leaned into this, collaborating with fashion-forward influencers and brands while staying true to our New Balance DNA.

With seven new stores opened in just 24 months — including the Dubai Mall flagship — what’s the vision behind New Balance’s retail experience in the region?

Our retail expansion in the Middle East, particularly with our flagship in Dubai Mall, reflects our ambition to create immersive brand experiences.

Each store, especially our latest retail concept, Uncommon Common concept (UCC), is designed to not just highlight our products but to tell our story — from our Boston roots to our global presence while highlighting the makers and origins of each.

We want customers to feel the craftsmanship, innovation, and cultural relevance of New Balance the moment they walk in.

The MEAI with its diverse, trend-conscious consumer base, is the perfect backdrop for this vision coupled with the regional investment in sport, and New Balance will continue to expand to reach and engage with our consumers.

As fitness becomes a lifestyle for many, how is New Balance redefining the intersection of sport, wellness, and fashion?

Anyone would agree that fitness today isn’t confined to gyms or tracks. It’s now become a lifestyle that influences how people dress and live. At New Balance, we’re committed to designing products that perform on the track but transition seamlessly into everyday life.

Our apparel and footwear collections reflect this duality, blending high-performance materials with contemporary design so whether it’s our Fresh Foam running shoes or our lifestyle collaborations, we’re focused on offering versatility.

This philosophy is at the heart of our Run Your Way ethos, which embraces the idea that there’s no one-size-fits-all approach to fitness. Whether you’re chasing personal bests, running for mental clarity, or simply enjoying an active lifestyle, Run Your Way encourages individuals to define what movement means to them.

With the brand eyeing $10bn in revenue, what’s next? Where do you see New Balance evolving in the next five years?

Reaching $10bn is a financial milestone but it’s not only about the numbers, it’s about scaling our impact while staying true to who we are and building a sustainable model across multiple platforms and categories.

Over the next five years, we’ll continue to invest in innovation and community engagement while growing our product ranges. Expanding our owned doors in key markets like the Middle East is a big part of this journey – alongside franchise doors across the MEAI region including Saudi, Kuwait, Qatar, India, Egypt and our latest market entry in Morocco.

We’re also committed to deepening our relationships with local communities through partnerships and initiatives that reflect the unique cultural landscapes we operate in. Our recent five-year partnership extension with Al Sadd SC and our collaboration with Ooredoo for the Doha Marathon, are just a few examples of how we’re strengthening ties across the region.

Ultimately, we want New Balance to be seen as not just a brand but a movement that empowers people to move confidently through sport and life and as a premium athletic brand.

Having been around for over 100 years, how does New Balance continue to stay relevant — especially with younger, trend-conscious audiences?

Staying relevant for over a century comes down to a balance of honouring tradition while embracing change. A brand with heritage as opposed to a heritage brand. New Balance has always championed individuality and authenticity, values that resonate deeply with younger audiences today.

We also invest heavily in digital engagement, meeting our audiences where they are — whether that’s on social platforms or the e-commerce website. 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.

Younger generations are looking for authenticity, they are looking for brands they can connect with on a deeper level and not just a product, and as an independent corporation, whose purpose is to create positive change in communities around the world through sports in craftmanship, we can offer much more than just a product or a trend, but also true connection.