Bollywood actress Janhvi Kapoor has been named the first Indian brand ambassador for global athletic and lifestyle brand New Balance, marking a key step in the company’s expanding focus on the Indian market.

According to a UNI report from Mumbai, the association reflects New Balance’s intent to strengthen its connection with young, style-conscious and fitness-driven consumers in the country. By roping in Janhvi Kapoor, the brand signals its ambition to deepen its cultural relevance in India, where sportswear and athleisure continue to see rapid growth.

Commenting on the partnership, Janhvi Kapoor said the collaboration resonates strongly with her personal outlook. “For me, fashion and fitness have always been about staying true to yourself,” she said, highlighting the balance between comfort, performance and self-expression that the brand represents.

Known for her evolving fashion choices and growing presence among younger audiences, Janhvi brings a blend of contemporary style and wellness-conscious living to the partnership. Industry observers see her appointment as a strategic move aimed at bridging global athletic heritage with India’s modern lifestyle sensibilities.

With this announcement, New Balance joins a growing list of international sportswear brands sharpening their India strategy by aligning with prominent Bollywood faces, as the market for premium athletic wear continues to expand across urban centres.