Sports retailer New Balance has launched its first store in Qatar at Festival City – Doha’s largest entertainment, food, and fashion complex. 

The launch, in conjunction with franchise partner Alshaya, is part of the brand’s commitment to extend its retail footprint throughout Mena. 

The new store adopts the New Balance metro flex concept, allowing customers to browse the whole brand line in a brand atmosphere. With a floorspace of 200sqm, this branch provides the ideal brand experience while also honouring the company’s long history.

“This store celebrates the best in-class products and experiences across New Balance’s running, lifestyle, and sports categories,” said Stuart Henwood, regional GM of New Balance in the Middle East, Africa & India

“Our partnerships with both Al Sadd FC and Aspire, alongside the success of the New Balance Doha Run Club earlier this year is a true testament to our commitment to Qatar and the wider region.” 

New Balance said it has so far opened 20 outlets in the Mena region, with more planned in the coming weeks and months. Having recently established its first store in Morocco in 2023, the brand intends to continue growing and expanding its footprint and engagement with consumers in the Mena area.