New Balance Middle East earns recognition at Middle East International Business Awards 2023

Its unique and innovative retail concepts win in the Retail category, showcasing its dedication to craftsmanship in sportswear.

New Balance Middle East has received prestigious recognition at the Middle East International Business Awards for its unwavering dedication to craftsmanship. As a global sports brand with manufacturing facilities located in both the UK and the U.S., New Balance Middle East has carved a unique craftmanship niche for itself.

The company's distinctive blend of heritage and innovation in sportswear has set it apart from the competition, winning in the Retail category. In July 2019, the company embarked on its independent journey in the MENA region with the setup of its operations in Dubai. 

Firstly, New Balance Middle East opened its flagship store in Dubai Mall in October 2021 with a new innovative retail concept, enabling the brand to engage and interact with consumers in a unique way. 

Secondly, they brought to life an iconic New Balance brand moment with a memorable Grey Day event in 2022. Grey Day represents the brand’s heritage and iconic relationship with the colour grey and is celebrated every year during the month of May.

Lastly, in a bid to further engage with the vibrant local sneaker culture, New Balance Middle East conceived a distinctive and immersive pop-up experience at the renowned "Sole Dxb" event in December 2022. This activation included global artist and brand ambassador Amine, as well as limited edition launches from the brand’s Made in USA collection. 

Their win in the Middle East International Business Award for its unwavering commitment to craftsmanship underscores New Balance Middle East's dedication to quality, heritage, and innovation. 

The brand's exceptional positioning and innovative initiatives continue to redefine the sportswear landscape in the Middle East. New Balance Middle East remains committed to its expansion within the region and controlling its destiny with great consumer experiences.

The Middle East International Business Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for your company's outstanding contributions in your organisation's growth, please contact Danica Avila at [email protected].