Announces brand New Balance global leader in the field of sports shoes and clothing, for the appointment of Kuwait ‘s influential Asia – Faraj new regional ambassador for the sign, note that the first formal cooperation of the mark with the face of female advertising in the Middle East and North Africa. To celebrate the launch of the march, Asia is appearing as the advertisement face for the New Balance branding campaign for the NB collective, titled “Transmitting Energy to a New Generation,” which is expected to be launched on March 4 in the Middle East.
Commenting on the new cooperation with Asia, Stuart Henwood, General Manager of New Balance Middle East and Egypt, said: “Asia embodies the spirit of independence and courage of the New Balance brand. The core of our brand is independence, originality and keenness to provide the best products and services, and since we share the same vision and basic values with Asia, we expect this cooperation to change the rules of the game at a time when the brand is witnessing exciting development within the region.
Asia began its journey with freedom and courage, defying prevailing laws and radically transforming the lives of women in the Middle East and North Africa. She was able to establish her position as one of the first veiled fashion bloggers, and she was always the first to unleash her true personality and beat the rules off the wall. Asia, which has always advocated for justice and equality between men and women, uses its platform to support the empowerment of women in general, and Arab women in particular. Also, her ability to multi-task as a mother, blogger and entrepreneur for several brands at the same time, has earned her a wide following on the social network, which reflects her originality and inspiring lifestyle.
And Asia’s unique personality and vision clearly aligns perfectly with the philosophy of New Balance and her latest NB Collective group. Here it should be noted that the latest collection, which will be launched on March 4 in the Gulf Cooperation Council countries, simulates the ambition, drive and energy of the younger generation, and is specially designed for people who draw their own path. The group includes two distinct models in contrasting colors, as the first and basic model in which Asia starred was covered with a vibrant mixture of pink, purple, greenish-blue and yellow colors, which reflects her personality par excellence. The second model is a simple monochrome shoe, as the black and white colors are perfect for enhancing any look.
To celebrate the launch of the NB Collective Group and the appointment of Asia as New Balance’s new ambassador to the Middle East, Asia will lead a live digital panel discussion with two guest speakers, which will be broadcast on her Instagram page. It is worth noting that this episode, which coincides with International Women’s Day, will address the topic of “broadcasting energy in the lives of women” in the region, in line with the original message of the campaign.
New Balance’s collaboration with Asia is the final chapter in the brand’s journey to energize societies, so that its people have the courage and independence to create positive change. Followers of Asia and New Balance will be on stage with a series of exciting campaigns to be launched in the near future where Asia will have a prominent presence.