New Balance has announced the opening of its second store in Casablanca, located on Boulevard Al Massira Al Khadra, marking the brand’s third store in Morocco. This launch follows the recent opening of a store in Marrakech earlier in November, underscoring the brand’s growing footprint in the country.
This new venture is part of the strategic partnership between New Balance and Planet Sport, aimed at enhancing the brand’s presence in Morocco while offering an innovative and flexible shopping experience for customers.
Fadoua El Fassi and Nacer Ben Abdeljalil, two Moroccan icons, have been named as the flagship ambassadors of the New Balance Run Club (NBRC) in Casablanca. El Fassi is celebrated for her participation in international marathons, including New York and Berlin, while Ben Abdeljalil holds the distinction of being the first Moroccan to summit Mount Everest and cross the North Pole.
“We are thrilled to open our third store in Morocco here on Massira, at the heart of Casablanca’s vibrant community,” said Stuart Henwood, Regional General Manager for the Middle East, Africa, and India at New Balance. “This launch coincides with the introduction of the New Balance Run Club Casablanca (NBRC) under our ‘Run Your Way’ campaign.”
Henwood emphasized that the Massira store represents a commitment to delivering an innovative shopping experience while fostering a connection with the local community and supporting an active lifestyle in Morocco.
“This is just the beginning of our journey in Morocco,” he added, promising more exciting announcements in the coming weeks and months.
The new store offers a wide array of New Balance’s latest products, including the brand’s iconic running shoes. Beyond retail, the opening event celebrates Morocco’s rich cultural and artistic heritage, featuring live performances of traditional Moroccan music and exclusive designs by artist Faiçal Adali, adding a personal touch to the customer experience.
Headquartered in Boston, USA, New Balance has operated independently since its founding in 1906. The brand’s mission is to empower individuals to make a positive difference in their communities through sport. Employing around 9,000 people worldwide, New Balance reported global sales of $6.5 billion in 2023.
The company operates five production facilities in New England and one in Flimby, UK. Its “MADE U.S.” product line, with at least 70% of its materials sourced locally, is a significant part of its U.S. sales portfolio, showcasing its dedication to quality and sustainability.
