Global sportswear brand New Balance has named actor Janhvi Kapoor as its first-ever brand ambassador in India, a move that underlines the company’s growing focus on the country’s expanding fitness and lifestyle market.
The association signals a strategic push by New Balance to deepen its presence in India, where demand for premium sportswear is being driven by a young, fashion-aware population that increasingly blends performance wear with everyday style. Industry estimates place India among the faster-growing markets for global athletic brands, supported by rising disposable incomes and a stronger interest in health, wellness and athleisure.
Kapoor, who has steadily built her profile across cinema, fashion and fitness, said her association with New Balance stems from a shared belief in authenticity and self-expression. She noted that the brand’s emphasis on innovation and individuality aligns with her own approach to fitness and personal style, where confidence comes from staying true to oneself rather than following trends.
From New Balance’s perspective, the partnership is designed to go beyond a traditional endorsement. Radeshwer Davar, country manager for New Balance India, said the brand looks for collaborators who reflect its core values of originality, consistency and evolution. Kapoor’s influence among younger consumers, combined with her personal interest in fitness, makes her a natural fit as the brand looks to build stronger cultural relevance in India.
At a regional level, New Balance sees India as a key growth engine within the Middle East, Africa and India cluster. Stuart Henwood, senior director for the MEAI region, highlighted that Kapoor’s appeal and entrepreneurial mindset resonate with the brand’s long-term vision for the market. Her role, he said, will be central to strengthening New Balance’s connection with Indian consumers and expanding its footprint across both sport and lifestyle segments.
Going forward, the partnership aims to promote a more inclusive view of fitness and fashion, reflecting the aspirations of modern India, where performance, comfort and personal identity increasingly intersect.
