New Balance appoints Ana Elisa Seixas as Head of Marketing, Middle East, Africa and India
Dubai, UAE: New Balance has appointed Ana Elisa Seixas as Head of Marketing for the Middle East, Africa, and India (MEAI). In her new role, Ana will lead efforts to strengthen the brand's presence across the region, driving innovative marketing campaigns and fostering deeper connections with local customers and communities.
With over 20 years of marketing experience across the GCC and emerging markets and her previous role as Head of Marketing ASICS Middle East, Ana brings a wealth of expertise in strategic planning, branding, corporate communications and sports marketing.
Commenting on her appointment, Ana Elisa Seixas said: 'I am extremely excited to have joined New Balance and looking forward to further cementing our position as the most premium and boutique athletic brand. As we continue to grow and expand in the region, we will focus on honoring our brand heritage and craftmanship, creating unique and authentic brand moments for our customers across performance and lifestyle categories, from the highly anticipated Grey Days to sponsorship of regional marathons, like the Doha Marathon.'
Stuart Henwood, Senior Director of New Balance - Middle East, Africa & India, added: 'New Balance is now one of the fastest-growing brands in the region, and as we continue to expand, we're excited to welcome Ana to lead our marketing efforts. Her proven track record of success and innovative approach will undoubtedly accelerate our growth and deepen our brand engagement with consumers and communities across MEAI.'
Originally from Portugal, Ana holds an Executive Education in B2B Marketing Strategy from Harvard Business School and has been the recipient of the prestigious 'Sustainable Leadership Award' by the Asian Confederation of Businesses, underscoring her dedication to excellence and innovation.
Ana is also a passionate advocate for women in sports and her passion for transforming communities through movement and sports aligns seamlessly with New Balance's mission.
New Balance remains committed to empowering communities through sports and delivering exceptional products and experiences tailored to the dynamic MEAI region.
About New Balance:
New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. New Balance employs 9,000 associates around the globe, and in 2023 reported worldwide sales of $6.5 billion. New Balance owns five athletic footwear factories in New England and one in Flimby, U.K. New Balance MADE U.S. footwear contains a domestic value of 70% or more and makes up a limited portion of New Balance's U.S. sales. To learn more about New Balance, please visit www.newbalance.com; for the latest press information visit newbalance.newsmarket.com.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Khaleej Times
31-05-2025
- Khaleej Times
Should your sneakers look chunky or sleek? What fashion week says
There was a time when sneakers didn't just walk into a room — they stormed in. Super-sized soles, exaggerated forms, and unapologetically loud designs turned sidewalks into runways and feet into fashion billboards. If your shoes didn't weigh two kilos and demand a triple take, were you even flexing? Balenciaga's Triple S kicked off the seismic shift, Versace's Chain Reaction brought Greco-Roman bravado to streetwear, Louis Vuitton's Pharell-era LV Trainers looked like they came straight out of a sci-fi sequel, and Balmain's Unicorn sneakers might as well have been prototypes from a galactic fashion lab — part-sneaker, part-spaceship, and all statement. But just as the volume peaked, fashion — as it always does — changed course. Quietly, intentionally, and with the sort of elegance that doesn't need to shout. A quick glance at the front row of fashion week or a scroll through Instagram's most style-savvy feeds reveal it all: the sneaker game has shed its bulk. Sleek, minimalist silhouettes are dominating. The once-loud, maximalist aesthetic has been softened into something more refined, elegant, and — dare we say — feminine. Not in a gendered sense, but in terms of design language: delicate lines, softer forms, and lithe profiles are replacing the hulking shapes of seasons past. Miu Miu's collaboration with New Balance is perhaps the most iconic symbol of this shift. Reworking the 530 into something that felt like part-sneaker, part-ballerina slipper, they injected subversive femininity and ballet-flat grace into a world that once equated size with power. Loewe followed closely, with its Flow Runner and Ballet Runner models that marry featherlight construction with high-craft detailing, signaling that the new flex is quiet and considered. Even Balenciaga — the very house that led the charge into sneaker maximalism — has scaled back with its Monday sneakers. Sleek, almost modest, the silhouette stands in stark contrast to the behemoth Triple S. Where once there was aggressive bulk and oversized branding, there's now restraint. The same holds true across the luxury landscape. The likes of Dior, Hermès, and Louis Vuitton are all slimming down, creating silhouettes that aren't about stomping through the streets but gliding through them. This shift is more than just aesthetic. It's philosophical. Post-pandemic, there's growing consumer appetite for mindfulness, versatility, and timelessness. A sleek sneaker doesn't scream trend — it signals taste. It's a staple, not a seasonal impulse. And with the return of Y2K fashion, this makes perfect sense. The early 2000s weren't defined by mega soles; they celebrated minimalism. Slim, low-rise sneakers ruled the playground — and now, they're back and ruling the pavements. One name has re-emerged as the face of this return: adidas Samba. A shoe once confined to the shadows of football fields and forgotten closets, the Samba is now the epitome of effortless cool. Bella Hadid, Kendall Jenner, and a slew of other street-style icons have cemented its place in the current fashion canon. But what really set it off was the Wales Bonner collaboration. British designer Grace Wales Bonner has reimagined the adidas Samba with Afro-Caribbean influences and refined detailing — creating editions that sell out instantly and command high resale value. This broader move towards sleeker sneakers is also a reflection of the 'quiet luxury' moment sweeping through fashion. While loud logos and overt branding still have their place, there's a growing appreciation for the understated. Hermès has long mastered this with its Day Sneakers — crafted in premium leather with minimal embellishments. They whisper wealth. Louis Vuitton's Sneakerinas push this sensibility further. These hybrid ballet-sneakers exude couture-level elegance while maintaining sporty roots. Bottega Veneta, with its Orbit sneakers, has created a design that feels like a study in modern architecture — futuristic, featherlight, and devoid of all excess. They're sneakers for those who don't need to prove anything, because they already know. Even Dior's sneaker playbook is evolving. Once known for bolder silhouettes like the B22, the maison has pivoted to models like the B27, the flatter and sleeker B33, and more recently, the B01 Match Sneaker — a tennis-inspired low-top that oozes minimalism and monochromatic finesse. It's luxe, lean, and utterly wearable. In similar fashion, brands like Loro Piana — long known for their whisper-soft cashmeres and walk-on-cloud sensibility — are now reaping the rewards of never having followed the chunky sneaker trend in the first place. Their 360 Flexy Walk and Week-End Walk models are having a quiet moment with a whole new generation of buyers. The rise of slim silhouettes has made Loro Piana, suddenly, feel ahead of the curve — without ever changing their pace. What unites these designs is a shift in luxury itself — from showy and immediate to thoughtful and enduring. And, just as importantly, they're far more wearable. Chunky sneakers, as bold as they were, demanded attention and very specific styling. Sleek sneakers? They're democratic. What unites these designs is a shift in luxury itself — from showy and immediate to thoughtful and enduring. And, just as importantly, they're far more wearable. Chunky sneakers, as bold as they were, demanded attention and very specific styling. Sleek sneakers? They're democratic. They slide under slim tailoring, elevate dresses, work with jeans, and feel equally at home in an airport lounge or a gallery opening. This evolution also reflects a maturation of sneaker culture itself. New-age sneaker enthusiasts are older, wiser, and more discerning. They still value drops and collaborations, but they're now looking for craftsmanship, sustainability, and wearability. Brands are responding with recycled materials, refined lines, and silhouettes that are not only fashion-forward but also environmentally and socially conscious. It's no surprise then that archival models are being dusted off and redesigned. From Reebok's Club C to Nike's Killshot and Puma's Speedcat, the spotlight is now on sleek classics that can be reintroduced with purpose. Even performance brands like On Running are betting big on minimalism, merging Swiss engineering with city style. It's a sign of the times — the age of visual noise is making space for visual clarity. In fashion, every shift tells a story. The oversized sneaker era was about rebellion, irreverence, and irony. But this new era of slim silhouettes is about evolution, intention, and identity. It's not about taking up space anymore — it's about fitting perfectly into your world. So no, the chunky sneaker isn't dead. It's just been asked to take a breather while its leaner cousin takes centre stage. Sleek is in, and it's here to stay.
Campaign ME
13-05-2025
- Campaign ME
ASICS picks dog influencer Felix the Samoyed as ambassador
ASICS has announced a new and unexpected ambassador signing, dog influencer Felix the Samoyed. While dogs are not running to stores to buy the latest ASICS drop, research by the sneaker brand revealed that dogs are the ultimate movement motivators, getting millions to move daily. New global research highlights the significant role dogs play in motivating us to move and the positive impact this has on our mental wellbeing. More than half of the dog owners surveyed said their dog is their primary movement motivator, above family, celebrities and personal trainers. 'ASICS' latest research reveals just how significantly dogs influence our physical activity levels and overall state of mind,' said Professor Brendon Stubbs, a leading researcher in exercise and mental health from King's College London. 'The research shows dog owners are far more likely to meet recommended physical activity guidelines and have a much higher mood. In fact, 84 per cent of dog owners feel a boost in their mood after moving with their dog.' That's why ASICS is recognising the role of dogs, signing Felix the Samoyed, who will act as the brand's key 'spokesperson' to champion his love of walks, runs, and even zoomies. 'We believe the most meaningful way to convey our message is through digital communication, where we can connect directly and authentically with our audience,' said Nikola Djordjevic, Head of Marketing at ASICS Middle East. As global face of the initiative, Felix the Samoyed will be featured as the lead ambassador for this campaign across all markets, including the Middle East. 'From a regional perspective, we aim to inspire people to share their proud moments on social media with their Mind's Best Friend, their dogs, and encourage more movement while celebrating our four-legged companions,' Djordjevic said. To honour the extraordinary role that dogs play in motivating movement and mental wellbeing, ASICS is inviting people to nominate their own dogs for the chance to become an official ASICS Mind's Best Friend Ambassador. Selected Ambassadors will become ASICS' very own doggy influencers, sharing content with the world that showcases the power of a simple walk or run to uplift our mood. Each Ambassador selected by the brand will receive an official ASICS Mind's Best Friend Ambassador kit, including branded gear and accessories and ASICS shoes for its human. 'By spotlighting these everyday pet heroes, we want to highlight their powerful role in supporting our mental and physical wellbeing. At ASICS, we believe that everyday movement is essential to good health, and we're committed to inspiring people across the region to move more in whatever way feels right for them,' Djordjevic said. Additionally, ASICS is encouraging the world to share how their dog motivates them to move their minds to help raise funds for mental health charities. Every post shared with #MindsBestFriend before 12 July 2025 will raise funds for mental health charities. 'Our mission at ASICS is to encourage as many people as possible to feel the uplifting power of movement,' said Gary Raucher, Global Head of Marketing at ASICS. 'We are delighted to have signed Felix as our official Ambassador and share dogs' infectious love for movement with the world to motivate us all to get out and move for our minds.' To nominate your dog, fill out the application at
Campaign ME
12-05-2025
- Campaign ME
New Balance's Grey Days return with series of activations
New Balance has launched the 2025 iteration of Grey Days, a month-long celebration of its signature colour. This May, consumers in the region can look forward to several activations that showcase the brand's new collection such as the Grey 5k Runs and staggered 'Grey drops' over the month. The initiative's inspiration comes from how central the colour grey has been to the New Balance identity since the late 1970s. While competitor brands gave athletes and runners shoes in white, that would quickly get dirty, New Balance introduced 'sneakers that wouldn't show dirt' as a solution for urban runners. The brand kicked off its Grey Days campaign in the region with an activation in Dubai. Collaborating with exclusive pre-saler Ounass at Koncrete, a café donned in grey interiors at Jumeirah. 'In the Middle East, consumers are drawn towards brands that offer a unique identity yet still a sense of community,' said Ana Elisa Seixas, Head of Marketing – MEAI, New Balance. She explained that the month-long campaign is dedicated to the people who have supported the brand from its humble beginnings. 'Grey Days is a thank-you to our community including the loyal fans who've supported New Balance for decades, and newer demographics discovering it for the first time. It's a moment to look back and forward, simultaneously,' she said. The activation was crafted with a keen attention to detail and included a 'grey' menu, displays of the Grey Days collection including the 1906 Loafer, interactive photo moments and more. 'It's all about offering a space that blends community, culture and creativity while creating an experience that we hope will be truly memorable,' Seixas said. The next installation of the Grey Days campaign is a 5K run set up on the 17th of May at the New Balance store at Nakheel Mall. To keep the recurring campaign fresh every year, Seixas explained that the New Balance team does a deep dive analysis of its consumers. 'Each year, our strategy for Grey Day evolves through a blend of consumer insights, cultural relevance, and product innovation,' she said. 'We look at what's resonating, from the rise of retro silhouettes to the demand for versatile lifestyle pieces, and build activations and product drops that reflect those shifts. Hence every year, we honor our heritage, but not without tailoring the format to meet the evolving expectations of our audience in every region, every year.' Seixas also proved the campaign's effectiveness in the region. 'In terms of results, we've seen an encouraging and similarly positive sentiment on different levels including store visits, event attendance numbers, OOH views, Google search keywords, as well as overall sales across the region,' she said.
