Premiere of New Balance’s shop concept at Westfield Stratford City in London

The world’s first concept of this kind is characterized by a smaller but more targeted assortment. The aim is to appeal specifically to younger customers by not telling all the brand’s stories, but those that are relevant to this target group. Athletes are targeted as well as fashion influencers. In this new store concept, people are the focus of the shopping experience, not the products. The aim is also to arouse interest in those people who are discovering the brand for the first time.

Collaborations with celebrities are also part of the new look: the sought-after Hollywood actress and producer Storm Reid has already been a brand ambassador since 2021. The collaboration with Reid was announced in the summer. The signature sneaker CT302 was already launched in North America in early August 2023.
“My first collaboration with New Balance is not only exciting, but incredibly meaningful. This campaign reminds me of my childhood growing up in Atlanta,” says Storm Reid.

The company is now planning a rollout of this brand identity, which has been newly launched in London. The next shop to be realised will be in New Balance’s hometown of Boston, Massachusetts, where the company’s headquarters are also located.