New Balance appoints Janhvi Kapoor as its first Indian brand ambassador

Global sportswear brand New Balance has officially appointed Bollywood actor and fashion icon Janhvi Kapoor as its first-ever Indian brand ambassador, marking a significant milestone in the company’s expansion strategy in the country. The partnership was announced in December 2025 and reflects the brand’s growing focus on India’s rapidly evolving athleisure and lifestyle fashion market.

India has emerged as one of New Balance’s fastest-growing markets within the Middle East, Africa, and India (MEAI) region. With increasing demand for performance-driven yet stylish apparel, the brand is strengthening its footprint by aligning with cultural influencers who resonate strongly with younger consumers. Janhvi Kapoor’s appointment signals a strategic move to blend global sportswear credibility with local relevance.

New Balance stated that Kapoor was chosen for her individuality, resilience, and authenticity—qualities that closely align with the brand’s long-standing philosophy of empowering people to own their unique journeys. Known for her distinctive fashion sense and growing influence beyond cinema, Kapoor represents a generation that seamlessly merges fitness, fashion, and self-expression.

As a prominent youth icon, Janhvi Kapoor is expected to play a key role in deepening New Balance’s connection with style-conscious Indian consumers. Her influence across films, social media, and fashion platforms positions her as a bridge between performance wear and everyday lifestyle fashion, a segment that continues to see strong growth in India.

While New Balance has collaborated with global athletes and international celebrities in the past, this marks the brand’s first appointment of a dedicated ambassador exclusively for the Indian market. The move highlights the brand’s commitment to investing in India not just as a consumer base, but as a culturally significant market with its own identity and trends.

Expressing her excitement about the collaboration, Janhvi Kapoor said she has long admired New Balance for its dedication to innovation and its celebration of individuality. She added that the partnership feels authentic to her personal style and values, making it a natural fit.

With this collaboration, New Balance aims to further strengthen its presence in India by positioning itself at the intersection of sport, culture, and contemporary fashion, while leveraging Kapoor’s influence to connect with a new generation of consumers.