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New Balance Reveals Ascia As Brand Ambassador in the Middle East

New Balance Reveals Ascia As Brand Ambassador in the Middle East

Global athletic leader New Balance today announces Kuwaiti cultural influencer Ascia Al Faraj as its newest regional brand ambassador – the first official Pan MENA signing of a female representative for the brand. To mark her debut, Ascia features as the face of the New Balance NB collective campaign titled ‘Energise a Generation’ that is set to launch on the 4th of March across the Middle East.

 

Commenting on the new partnership with Ascia, Stuart Henwood, General Manager for New Balance Middle East & Egypt said: “Ascia embodies the fearlessly independent nature of New Balance. At New Balance we are proud of our history and authenticity within the sports industry. Our DNA embodies being independent, authentic, and delivering best in class products and activations. The synergies with Ascia vision and core values is why this partnership with Ascia is a game changer for us at a time of exciting evolution within the region.

 

Unapologetically independent and fearless in her journey, Ascia has challenged the norm and pivoted major change for females in the Middle East and North Africa. Famous for being one of the first modest fashion bloggers, she has always set a precedent to be true to herself and to go against the norm. An advocate for fairness and equality, she passionately uses her platform to promote female empowerment and equality especially for Arab women. Her unbound ability to take on many roles as a mother, blogger, entrepreneur of multiple brands and creative has amassed her loyal social media fan base that resonate with both her authenticity and relatable lifestyle.

 

Ascia’s uniqueness and vision aligns perfectly with New Balance and its latest NB Collective line. Launching on the 4th of March across the GCC, the new collection is inspired by the ambitious and driven nature of the young and energised generation and is created for those that define their own path. Making up the collection are two signature styles with contrasting colours. The hero shoes seen on Ascia feature a bold, vibrant mix of pink, purple, teal and yellow – aptly matching her colourful persona. The other style sports a simple monochrome look – both perfect for elevating any outfit.

 

To celebrate the launch of the NB Collective and further amplifying the announcement of Ascia as the New Balance Middle East ambassador, Ascia will be moderating a live digital panel discussion with two female guest speakers that will be streamed on her Instagram page. Coinciding with International Women’s Day, the session will centre around ‘Energising Women’ in the region, tying it back to the campaign’s original messaging and premise.

 

The New Balance partnership with Ascia marks the latest chapter in the brand’s journey in energising communities to be fearlessly independent and create positive change. Ascia and New Balance fans can look forward to a multitude of exciting campaigns being rolled out in the near future where Ascia will feature prominently.

 

 

 

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