New York City — On August 11, 2011, New Balance opened its first North American Experience Store in New York City’s Flatiron District.
New York City — On August 11, 2011, New Balance opened its first North American Experience Store in New York City’s Flatiron District. The store, located at the corner of Fifth Avenue and 20th Street, features an indoor running track, a treadmill and a unique demonstration area where New Balance associates showcase the company’s domestic manufacturing capabilities.
“We are excited to open this store in New York City that pays tribute to our heritage and spirit, celebrates our innovation and continues the high standard of retail excellence we established 2 years ago with our first-ever New Balance Experience Store in Beijing,” says Rob DeMartini, CEO and president of New Balance.
The ground-floor store spans more than 4,000 square feet and features restored original brick walls and floor-to-ceiling columns. The decor also pays homage to the brand’s signature grey while introducing modern-day technology-based offerings amidst an evolved red and grey color scheme and vibrant product photography. A brand DNA ribbon on the store’s ceiling extends 60 feet from the entrance to the back of the store and takes the consumer through a chronological journey documenting the brand’s powerful past, present and future, using vintage and modern images.
New Balance New York will showcase the company’s commitment to domestic manufacturing as the only athletic brand to continue to manufacture shoes in the U.S. through a demonstration area in the front of the store. Behind a glass-enclosed space, a seasoned New Balance associate from the company’s Skowhegan, Me., manufacturing facility will assemble 880 running shoes and additional models to be determined in the future. Each pair will be sold in an “Assembled in NYC” drawstring bag stamped with the date made and edition number.
New Balance is based in Boston. For more information, visit www.newbalance.com.