James Frapwell Joins New Balance as Head of Marketing, Global Football

James Frapwell has joined New Balance as Head of Marketing, Global Football.

The appointment marks another strategic leadership addition for New Balance as the company continues expanding its presence and influence within the global football ecosystem. In his new role, James will help lead global football marketing initiatives, brand strategy, fan engagement, and partnership-driven campaigns across international markets.

With growing competition among sportswear brands for visibility and influence in football, marketing leadership continues to play a critical role in building athlete partnerships, club collaborations, global storytelling, and audience engagement strategies.

James brings experience in sports and brand marketing, with a focus on building impactful campaigns and strengthening brand positioning within competitive global markets. His appointment reflects New Balance’s continued investment in football as a major global growth category.

New Balance has steadily expanded its football footprint through sponsorships, athlete partnerships, club collaborations, and performance-driven product innovation, positioning itself as a stronger competitor within the international football landscape.

 

About New Balance:

New Balance is a global athletic footwear and apparel brand known for performance innovation, sports partnerships, and lifestyle products. The company has continued expanding its global football presence through athlete endorsements, club sponsorships, and football-focused product development.