New Balance and Hausport expand presence in fashion and lifestyle sectors

New Balance is strengthening its position in the fashion industry by integrating its athletic heritage into high-fashion runways. In Brazil, the brand's models, such as the 2000 and 5030, have been featured in collections by designers including LED, À La Garçonne, and Uó Upcycling during São Paulo Fashion Week. The brand also introduced the 983, a new retro-futuristic model inspired by 2000s running shoes, which was featured in a global campaign with tennis player Coco Gauff.

Separately, the sportswear brand Hausport, part of the Grupo Rota do Mar, has launched its Summer 2027 collection titled ‘Crossing Horizons’. The campaign, produced in Paris by creative director Beatriz Xavier, focuses on the intersection of running culture and urban lifestyle. The collection emphasizes functional attributes such as UV protection, ventilation, and quick-drying capabilities, aiming to reflect how movement and wellness integrate into daily city life.