New Balance leverages experiences to launch Ramadan collection
To launch its first-ever region-specific Ramadan 2025 Collection, thoughtfully curated by local stylists, New Balance invited influencers, media and retail partners to a first-look to a fashion show celebrating the region's cultural heritage at the Bab Al Shams resort.
Along with the fashion show, the event included several activations, allowing guests to immerse themselves in New Balance's spirit of Ramadan. These included a 'Moonlight Ritual', a 'Reflections of Legacy' greenhouse, a personalised t-shirt booth and a charm station where attendees could customise their New Balance pieces with bespoke charms.
The grand finale gathered guests around a beautifully designed runway that showcased 30 looks put together from the new collection. The mix of models included regionally prominent influencers Shayma Sabry, who is currently battling breast cancer and Karen Wazen, a UNHCR ambassador.
'We wanted to do something that felt true to the region and aligned with the spirit of Ramadan,' said Ana Elisa Seixas, Head of Marketing, Middle East, Africa and India at New Balance. She explained that every moment of the launch event was designed based on insights that revealed how audiences in the region are looking for experiences that feel 'personal and meaningful'.
'By blending real-life stories, and fashion, we're giving people more than just something to look at. We're giving them something to connect with,' she said.
The event aimed to thoughtfully bring the new collection to audiences in the region, reflecting the brands ethos of authenticity, craftmanship and community. 'We're a brand that's built on doing things the right way, not just the easy way. This event reflects that ethos perfectly. It's not about following trends — it's about creating something that's true to who we are and meaningful to the community we're serving,' Seixas said.
In terms of results, New Balance hopes to see these stories amplified on social media, drawing in visitors to experience the collection first hand across their stores in the region. Invited influencers were chosen specifically based on groups of audiences they cater to.
'For us, engagement isn't just about numbers. It's about creating a meaningful dialogue with our audience, both in-person and online, and leaving them feeling inspired and connected to the brand,' Seixas said.
'We are also looking at having more events for the whole community. Whether it's open-air activations, interactive workshops, or expanding New Balance Run Club across the region, our goal is to ensure that New Balance isn't just a brand you wear but one that feels like home in every community we touch,' Seixas concluded.
In terms of bringing these experiences to the general public, New Balance hopes to host more community-driven events, pop-ups that bring people together, and collaborations with local artists and athletes that really highlight the unique spirit of the Middle East.
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