DUBAI: Global athletic label New Balance has signed American-Kuwaiti fashion influencer Ascia Al-Faraj as the brand’s newest regional ambassador.
Al-Faraj is the first female representative from the region to sign for the brand, according to a released statement, and would debut as the face of the New Balance NB collective campaign titled “Energise a Generation” that is set to launch on Thursday across the Middle East.
The collection is made up of two signature styles with contrasting colors. The hero shoes, which the entrepreneur championed for the campaign, feature a bold, vibrant mix of pink, purple, teal and yellow – aptly matching her colorful persona.
The other style sports a simple monochrome look.
The blogger, who boasts over 2.6 million followers on Instagram, took to the platform to express her excitement. “Proud to announce that I am the first Middle Eastern female brand ambassador of @NewBalance. A whole brand ambassador you guys. A whole face of the brand,” she wrote to her fans.
As soon as the mother-of-two shared the news on social media, her fellow influencers including British-Egyptian influencer Dina Torkia, Lebanese blogger Karen Wazen expressed their support by commenting on her post.
To celebrate the launch of the NB Collective, Al-Faraj will moderate 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 discuss ‘Energising Women’ in the region, tying it back to the campaign’s original messaging and premise.
Stuart Henwood, the general for New Balance Middle East and Egypt said in the statement: “Ascia embodies the fearlessly independent nature of New Balance. 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.”
Al-Faraj owns two diverse businesses: Desert Baby, a brand that sells baby and toddler products, and Seoul Kool, a Korean beauty brand.
She is also an advocate for equality and passionately uses her platform to promote female empowerment especially for Arab women.