Janhvi Kapoor and New Balance: A Strategic Alliance Redefining Athleisure in India 

New Balance’s landmark appointment of actor Janhvi Kapoor as its first Indian brand ambassador is a strategic capstone to the athletic brand’s aggressive retail expansion in the country, representing far more than a simple celebrity endorsement. This partnership strategically aligns the globally reinvented brand—which has shed its “dad shoe” image to become a symbol of authentic, style-forward athleisure—with Kapoor’s own public evolution from a Bollywood star into a definitive Gen-Z fashion icon and voice of personal growth. By choosing a figure who embodies individuality, resilience, and the fusion of high fashion with fitness, New Balance aims to deeply connect with young Indian consumers, using Kapoor’s credibility as a cultural bridge to differentiate itself in a competitive market and solidify its long-term commitment to capturing India’s fast-growing consumer base.

Janhvi Kapoor and New Balance: A Strategic Alliance Redefining Athleisure in India 

Introduction: More Than a Celebrity Endorsement 

In a landmark move for both brand and celebrity, New Balance announced actor Janhvi Kapoor as its first-ever Indian brand ambassador on December 23, 2025. This partnership transcends a typical celebrity endorsement deal; it is a calculated cultural and strategic maneuver. For New Balance, it represents the culmination of a years-long, aggressive retail expansion in India, aimed at capturing the heart of a rapidly growing market. For Janhvi Kapoor, it is an alignment with a global brand whose reinvented image of authenticity and understated cool perfectly complements her own evolution from a Bollywood star into a definitive Gen-Z style icon and influential public figure. This alliance is not merely about selling sneakers—it’s a shared statement on individuality, resilience, and the modern fusion of fitness and high fashion. 

Part 1: New Balance’s Calculated Foray into the Indian Market 

New Balance’s appointment of Janhvi Kapoor is the public-facing crescendo of a meticulously executed market-entry symphony. The brand’s relationship with India has been a story of patient re-entry and sustained investment. 

• A History of Strategic Patience: New Balance first entered India in the early 2000s but exited shortly after. Its serious return began in 2016 via a distribution agreement, leading to its first store in Noida. The real acceleration came in 2022 with the establishment of a direct Indian subsidiary, signaling a long-term commitment. 

• Aggressive Retail Expansion: The two years preceding this announcement saw a flurry of store openings across key metropolitan hubs. In 2024 alone, the brand launched its first company-owned store in Hyderabad, followed by two outlets in Pune. Most recently, in a single strategic push, it unveiled three new experiential stores in Bengaluru—a city described by Country Manager Radeshwer Davar as one that “embodies innovation, culture, and an unwavering passion for fitness”. This physical expansion is designed not just as retail, but as “experiential centres” that blend performance innovation with style. 

• The Cultural Capstone: With a tangible retail footprint established, the final piece of the puzzle was cultural resonance. India is identified as “one of the fast-growing markets” in the Middle East, Africa, and India (MEAI) region. To deepen its connection with consumers, New Balance needed a cultural translator—a figure who embodies the aspirations of young India. Janhvi Kapoor, with her massive youth influence and fashion credibility, became that pivotal figure. As Stuart Henwood, Senior Director for MEAI, stated, she “will play a key role in deepening our connection with consumers across the country”. 

Part 2: The Reinvention of Two Brands: New Balance & Janhvi Kapoor 

The synergy of this partnership lies in the parallel journeys of reinvention undertaken by both the brand and the actor. 

New Balance’s Global Metamorphosis Globally, New Balance has executed one of the most remarkable brand transformations in recent retail history. It has successfully shed its decades-old “dad shoe” image—once parodied on Saturday Night Live—to become a culturally relevant powerhouse. The strategy pivoted on two key axes: 

1. Star-Studded Athletic Endorsements: The brand strategically signed a roster of elite, often underdog, athletes who resonate with a new generation. This includes tennis phenom Coco Gauff (signed at just 14), baseball’s Shohei Ohtani, and NBA stars like Kawhi Leonard and the newly drafted Cooper Flagg. 

1. Lifestyle and Fashion Credibility: Concurrently, New Balance forged collaborations with luxury fashion houses and streetwear labels, positioning its sneakers as a staple of contemporary style. 

This dual approach fueled staggering growth, with global revenue reaching $7.8 billion in 2024 and the sports footwear segment growing an estimated 50% from 2022 to 2024. The brand’s marketing evolved from a transaction-focused model to allocating 70% of its budget toward showcasing this new, culturally-connected identity. 

Janhvi Kapoor’s Multifaceted Evolution On a parallel track, Janhvi Kapoor has crafted a public persona that extends far beyond her filmography. Her career, beginning with the commercial debut Dhadak in 2018, has seen critical acclaim for roles in Gunjan Saxena: The Kargil Girl and Mili, alongside ventures into Telugu cinema with Devara: Part 1. 

However, her influence in 2025 is arguably dominated by her status as a fashion and lifestyle authority. Crowned a “Style Queen” by fashion platforms, her year was marked by a series of iconic looks: from a sculptural Gaurav Gupta gown at the CNN Awards to a traditional Bandhani creation on the Rahul Mishra runway, and a debut at the Cannes Film Festival in a custom Tarun Tahiliani lehenga. This sartorial journey showcases a unique blend of high fashion, Indian heritage, and personal audacity. 

Furthermore, she has consciously shaped a narrative of introspection and growth. In a candid interview on the “We The Women” platform, she spoke about the films pushing her to understand facets of India—like caste and history—that she hadn’t fully grasped before, stating, “We can’t go anywhere if we don’t know where we come from”. This mature, curious, and authentic voice aligns perfectly with the fitness-focused, personal-growth narrative she promotes, as seen in her endorsement of health brand Avvatar. 

The table below summarizes the powerful alignment between Kapoor’s public persona and New Balance’s core brand values: 

Part 3: Strategic Synergy and Market Implications 

The partnership is described by New Balance India’s leadership as “coauthored — rooted in shared vision and mutual creativity”. This suggests campaigns will likely extend beyond generic product shots, potentially involving Kapoor in collaborative design inputs or narrative-driven projects that merge storytelling with sportswear. 

For New Balance, the benefits are clear: 

• Demographic Reach: Direct access to Kapoor’s massive following of young Indians who see her as a style and aspirational icon. 

• Market Differentiation: In a market dominated by competitors like Nike and Adidas, anchoring its identity in a partnership with a fashion-forward, culturally savvy Indian star sets New Balance apart. 

• Lifestyle Bridge: Kapoor is the ideal conduit to promote New Balance’s lifestyle range—a crucial segment where the industry makes the bulk of its profits. 

For Janhvi Kapoor, this aligns her with a global brand undergoing a celebrated renaissance. It solidifies her image as an international-style influencer with substance, moving her endorsements from purely beauty or fashion (like Nykaa and Aldo) into the premium athleisure and wellness space. 

Conclusion: A Partnership Mirroring Modern India 

The alliance between New Balance and Janhvi Kapoor is a masterclass in modern brand strategy. It is a move that recognizes a fundamental shift in consumer values: today’s audience seeks authenticity over aspiration, individuality over conformity, and a holistic blend of wellness and style. 

This partnership is more than a business transaction; it is a cultural handshake. It signifies New Balance’s commitment to not just be in India, but to be of India—to understand and reflect its dynamic spirit through a credible, homegrown voice. Similarly, for Janhvi Kapoor, it represents an elevation of her personal brand to a global platform that values her journey, her style, and her voice. 

As they strive to “build a more creative, inclusive, and confident culture surrounding sport and fashion”, their joint venture will be a key case study in how global brands can successfully localize their soul, and how modern celebrities can curate partnerships that deepen, rather than dilute, their personal narrative. In this synergy, the quiet confidence of a reinvented sneaker brand meets the vibrant evolution of a millennial icon, together poised to run the next lap in India’s fashion-fitness race.