First Look: New Balance debuts new store concept in Boston

New Balance has gone customer-centric in its hometown.

The athletic footwear giant has opened a new retail concept on Boston’s Newbury Street that puts people — as opposed to products — at the center of the consumer experience. The Boston outpost is the second of its kind globally, with the first opening in Guangzhou, China in December 2022.

Designed around a central seating area, the store aims to encourage customers to come together and find their authentic style, the company said.

The new concept features an edited assortment of merchandise. Visual storytelling accompanies select products, highlighting the makers and origins behind the items and illuminating New Balance at the intersection of sport and culture.

The selection of footwear as well as apparel is curated to appeal to the elite athlete as well as a fashion influencer.

“This store represents a big step forward in the way we think about our retail environment, featuring a much tighter, more focused collection built specifically for the younger consumer,” said Ian Fitzpatrick, senior director of global brand strategy and operations at New Balance. “The space is not built to tell all our stories, just those most relevant to our consumers – a shift that reflects our intention to invite new audiences to discover the brand, maybe for the first time.”

In April, the company opened a state-of-the-art, multi-sport facility, The Track at New Balance, where professional, elite and community athletes can train and compete year-round. 

Located across from the company’s global headquarters at Boston Landing, the athletic center includes a dual terrain indoor track that can be converted to a field, flexible basketball, soccer and volleyball courts.

In addition, the space includes a Sports Research Lab, a music venue operated by Bowery Presents and a beer hall (Broken Records” where visitors can take in the action happening throughout the facility.

“The Track at New Balance offers the optimal training and performance venue for athletes of all abilities while driving New Balance innovation and technology insights through our new state-of-the-art New Balance Sports Research Lab," said Joe Preston, president and CEO of New Balance.