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Campaign ME
20-02-2025
- Entertainment
- Campaign ME
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.
Mid East Info
20-02-2025
- Entertainment
- Mid East Info
New Balance Unveils Ramadan 2025 Collection - Middle East Business News and Information
New Balance, the brand synonymous with running excellence, has launched its highly anticipated Ramadan 2025 Collection – a curated range of styles inspired by the community within the region. The Ramadan 2025 Collection offers versatile pieces for women, men, and kids. From everyday wear to performance-driven designs, the collection strikes a balance between functionality and fashion, making it perfect for the unique rhythm of Ramadan. Highlights of the women's collection include thoughtfully designed pieces, blending comfort and style such the Coastal Terry Fleece Cardigan (AED 329) and the Space Dye Full Zip (AED 299), amongst others. These pieces feature lightweight fabrics and chic tonal embroidery, perfect for warmer days. Playful yet practical pieces have also been launched for kids. Complementing this range are high-performance unisex pieces for those who stay active during Ramadan, including the RC Woven Tee & Tank Silhouettes starting at AED 329, crafted with ultra-lightweight fabrics to keep one cool and comfortable even during intense activities. The collection debuted at an exclusive fashion show held at Bab Al Shams Desert Resort on February 12, 2025. The event celebrated Middle Eastern heritage through a stunning runway featuring 30 looks, beautifully combining modern silhouettes with timeless inspiration. Professional models with local heroes such as Shayma Sabry who is fighting Breast cancer and UNHCR ambassador Karen Wazen walked the runway, highlighting the authentic stories that define the Middle East. The evening also included meaningful moments such as a symbolic 'Moonlight Ritual' and interactive experiences where attendees could customize their New Balance pieces with bespoke charms. Speaking about the collection, Stuart Henwood, Senior Director for New Balance MEAI commented, 'Ramadan is an incredibly important time across the world, marked by moments of unity and reflection. This collection was thoughtfully crafted to celebrate the region while providing our customers with versatile, stylish pieces to complement their lifestyle throughout the holy month.' The Ramadan 2025 Collection is available across all New Balance stores in the Middle East and North Africa, as well as online at newbalance website.
