New Balance has announced the appointment of Janhvi Kapoor as its first-ever brand ambassador in India, marking a significant step in the brand’s expansion strategy across one of its fastest-growing global markets.
The association brings together New Balance’s focus on performance-led design and Kapoor’s growing influence across cinema, fashion, and youth culture. The brand stated that the partnership reflects its intent to build more authentic connections in India while engaging with a generation that values individuality, self-expression, and balance between fitness and personal style.
Kapoor’s journey in film and fashion has been shaped by versatility and a strong public presence, positioning her as a relatable figure for younger audiences. According to the brand, her outlook on confidence and authenticity aligns with New Balance’s broader mission of encouraging people to define success on their own terms, both on and off the field.
Speaking about the association, Janhvi Kapoor said, “I’ve always admired New Balance for its dedication to innovation and celebrating individuality. It’s a brand that encourages you to own your story, and that’s something I deeply connect with. For me, fashion and fitness have always been about staying true to yourself — New Balance allows me to express that confidence and authenticity. I’m truly honoured to be part of the New Balance family and excited for this journey together.”
Welcoming Kapoor, Radeshwer Davar, Country Manager, India at New Balance, said, “We’re thrilled to welcome Janhvi to the New Balance family. Our sponsorships are always co-authored—rooted in shared vision and mutual creativity—and Janhvi brings not just influence but genuine inspiration. Her passion, drive and individuality mirror the ethos that defines New Balance. She’s someone who continuously evolves, and together we’ll explore new dimensions of fashion and sports for our audiences in India.”
Highlighting the market context, Stuart Henwood, Senior Director, New Balance, Middle East, Africa, and India (MEAI), added, “India is one of the fast-growing markets across MEAI region for New Balance. Janhvi’s individuality and entrepreneurship spirit aligns to the values of the brand and our vision for India. She will play a key role in deepening our connection with consumers across the country and wider MEAI region. Her energy, style, and commitment to excellence reflect the very spirit of our brand, and we’re delighted to welcome Jahnvi to the New Balance family.”
Through this collaboration, New Balance aims to strengthen its presence in India by engaging more closely with evolving fashion and fitness conversations, positioning the brand at the intersection of performance, culture, and contemporary identity.
