Bollywood actress Janhvi Kapoor has secured a significant international fashion deal, marking a new milestone in her career. The US-based athletic and sneaker giant New Balance has officially appointed Kapoor as its first-ever Indian brand ambassador. This strategic move highlights the brand's focused expansion and growing ambitions within the lucrative Indian market.
Why Janhvi Kapoor Fits the New Balance Vision
New Balance views the young actress as a perfect embodiment of contemporary youth fashion. The brand's statement positions her as a fearless and experimental individual with a strong personal sense of style and expression. Kapoor's fashion-forward year, which included walking as a muse for designer Gaurav Gupta in Miami and making her debut at the Cannes Film Festival, aligns with the brand's image.
Expressing her excitement about the new association, Janhvi Kapoor told Fortune India, "I've always admired New Balance for its dedication to innovation and celebrating individuality. It's a brand that encourages you to own your story, and that's something I deeply connect with." She further added that fashion and fitness, for her, are about authenticity, and New Balance allows her to express that confidence.
The Viral Twist: A Post Hijacked by Support
While the brand announcement was made officially, the actress's Instagram post revealing the partnership has exploded online for an unexpected reason. The post has been flooded with comments praising Kapoor for a recent act of activism, somewhat overshadowing the endorsement news.
This surge of support stems from the actress recently speaking out against the alleged killing of a man from a minority community in Bangladesh. Social media users have used the New Balance announcement post as a platform to commend her for raising her voice against the reported atrocity. The comment section has largely turned into a space for positive reinforcement of her stance, though it also includes the typical mixed bag of celebrity post reactions.
Criticism and the Nepotism Debate Resurface
Not all reactions have been celebratory. The announcement has also reignited familiar debates within Indian social media circles. A section of users has questioned the choice of a mainstream Bollywood actress with no prominent athletic background as the face of a performance sportswear brand.
Critics have pointed to this as another example of the glamour industry favouring star kids and products of nepotism, arguing that it overlooks athletes or fitness influencers who might be a more natural fit. This highlights the ongoing scrutiny Bollywood personalities face regarding privilege and visibility.
Despite the divergent conversations, the post has achieved massive virality, ensuring that the brand endorsement news reaches a wide audience. The collaboration underscores how sneaker and sportswear brands like New Balance are increasingly intersecting with celebrity culture, fashion, and lifestyle, moving beyond pure athletics to connect with youth identity and self-expression.
