New Balance has opened its latest new concept retail store at Eastgate Shopping Centre, Johannesburg.
The store officially opened to the public on Saturday 6 September.
The launch showcased some of New Balance’s custom range products including the new FuelCell Rebel v5 range.
JOHANNESBURG: NEW BALANCE, NEW CONCEPT STORE
The new store, incorporating New Balance’s latest retail concept, is designed to put people, not products, at the centre of the consumer experience.
Designed around central seating gestures, the store aims to encourage customers to convene, draw inspiration from each other, and find their authentic style.
ULTIMATE COLLECTION CLOTHING STORE
The Eastgate location is also a UCC store, one of only a select few in South Africa.
UCC stores are built around New Balance’s most advanced retail concept, offering a fully integrated consumer experience where performance, lifestyle, and fashion coexist under one roof.
They aim to create a space where athletes and trendsetters alike can find products, community, and inspiration in a single environment.
The Eastgate store features:
- Curated product assortments tailored for both elite athletes and lifestyle consumers.
- Visual storytelling that highlights the makers, origins, and culture behind key products.
- A fusion of sport and culture, where performance footwear and apparel meet street style.
Headquartered in Boston, Massachusetts, New Balance aims to empower people through sport and craftsmanship, thus creating positive change in communities around the world.
New Balance employs 10,000 associates around the globe, and in 2024 reported worldwide sales of $7.8 billion. New Balance owns five athletic footwear factories in New England and one in the UK.
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