New Balance Revamps European Team with Ex-Frasers Group Leader

New Balance is reorganizing its top management in Europe. The U.S. sports equipment company has appointed Ger Wright as new vice president of sales in the Emea region (Europe, UK, Middle East and Africa), coming from the general management of Frasers Group’s sports division between 2022 and 2025.

She founded Global Game Shapers, a global network of women in the sporting goods industry, in early 2025. Previously, she worked at Nike for fourteen years, reaching the position of vice president and general manager of merchandising for Emea.

New Balance started the year with a shake-up in its management team. Earlier this week it named Oliver Kamp, who joined the company after nine years at Lacoste, where he served as retail and omnichannel director for central and northern Europe from July 2021 to December 2025, as its new retail director for Emea.

New Balance ended 2024 with €7.8 billion in revenue

Pending the group’s 2025 performance, New Balance ended 2024 with 20% growth in sales to $7.8 billion. 2024 was the fourth consecutive year in which the U.S. company posted double-digit revenue growth.

As a target for the coming years, the company is working to reach an annual turnover of 10 billion dollars. New Balance, which focuses primarily on the footwear and fashion categories, conducts 35% of its business in North America, with the remainder divided among countries around the world.

New Balance, founded in 1906 by William J. Riley, is one of the largest international brands in sports equipment in the world. The brand, which began as a supplier to footwear manufacturers, is headquartered in Boston and employs more than 7,000 people.