The new store marks the latest chapter in New Balance’s growing presence in Qatar, bringing the brand closer to the country’s sporting and lifestyle community
Doha, Qatar, 1 September – New Balance today announces the official opening of its newest store at Villaggio Mall, marking the latest chapter in the brand’s continued expansion in Qatar and strengthening its connection with the communities shaping sport and culture in Doha.
Spanning 350 sqm, the new store brings New Balance’s latest footwear and apparel collections to one of Qatar’s most visited retail destinations. A true landmark in Doha, Villaggio Mall welcomes record visitors each day, placing the new store at the heart of one of Doha’s most dynamic hubs for shopping, entertainment and sport.
The opening marks another milestone in New Balance’s accelerating retail expansion across the Middle East, Africa and India (MEAI), where the brand now has more than 90 stores across the region. The continued growth of New Balance’s direct-to-consumer footprint reflects the brand’s ambition to bring its global portfolio of performance and lifestyle products closer to consumers, while creating physical spaces that connect with the distinct communities and cultures of each market.
In Qatar, that expansion has already seen New Balance establish its first owned and operated store at Place Vendôme in Lusail in 2025, followed by the opening of its Mall of Qatar store later that year. The brand then marked another regional milestone in January 2026 with the opening of the first-ever New Balance Grey store in the Middle East at Place Vendôme, bringing its most elevated expression of craftsmanship, heritage and global collaborations to the region. The opening of the Villaggio store now marks the latest chapter in this continued investment in Qatar.
“Qatar has become an incredibly important market for New Balance, not only from a retail standpoint, but because of the depth of the sporting communities we have built relationships with. From Al Sadd FC and Aspire Academy to the Doha Marathon by Ooredoo, our presence in Qatar has always been about more than putting our logo on a product or a pitch. It is about being part of the sporting culture and supporting the people & communities who are shaping its future,” said Stuart Henwood, Senior Director, New Balance MEAI.
“The Villaggio store is the next step in that journey. It gives us a new opportunity to bring our products, our brand and our community together in a location that is deeply connected to sport in Doha. We have seen tremendous energy from the running and sporting communities here, and we want this store to reflect that energy. Whether you are an athlete, a runner, someone discovering sport for the first time, or simply someone who loves New Balance, there should be a place for you here. We are excited to continue growing with Qatar and, as always, encourage everyone to Run Your Way.”, continued Henwood.
With the Villaggio opening, New Balance continues to broaden its retail presence while creating a destination designed to connect with a wider cross-section of Doha’s community. Situated within Aspire Zone and close to Aspire Park, the new store sits naturally alongside the running and sporting communities that have become an important part of New Balance’s presence in Qatar, with customers also invited to participate in New Balance Running Club sessions that happen weekly at Aspire Park.
Opening Celebration
To celebrate the opening, New Balance will transform Villaggio Mall into a Mediterranean-inspired summer destination, with the mall’s iconic indoor canals serving as the setting for a first-of-its-kind fashion show. Marking the first time Villaggio has hosted an event of this kind, the show will see models showcase the latest New Balance collection aboard the mall’s signature gondolas as they travel through the indoor waterways.
The fashion show will serve as the centrepiece of the opening celebration, alongside a wider Mediterranean-inspired summer experience
New Balance Footprint in Qatar
New Balance has maintained a long-standing partnership with Al Sadd Sports Club, with the partnership extended in 2025 for a further five years, keeping New Balance as the official partner of Al Sadd’s first football team through 2030. The relationship reflects the brand’s commitment to supporting football in Qatar and contributing to the development of the next generation of Qatari athletes.
Beyond football, New Balance’s collaboration with Aspire Academy supports the development of the next generation of athletes.
New Balance is also the official footwear and apparel partner of the Doha Marathon by Ooredoo, through a three-year partnership announced in 2024. The partnership brings the brand directly into one of Qatar’s leading mass-participation sporting events, while its free New Balance Run Clubs (NBRC) continue to bring runners together in Doha across different abilities and experience levels.
Together, these partnerships form part of a wider approach to Qatar that sees New Balance going beyond retail expansion and investing across the sporting journey from grassroots participation and community running to youth development and elite football.
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 14,000 associates around the globe, and in 2025 reported worldwide sales of $9.2 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 newbalance.com; for the latest press information visit newbalance.newsmarket.com.