New Balance, one of the world’s leading running brands, announces the opening of its first Experience Store on Shanghai’s Huai Hai Road. It is New Balance’s second Experience Store in China, following the opening of its first on Beijing’s Qianmen Avenue last year. Senior executives from the company, including Regional General Manager, Asia Pacific, Darren Tucker, and China Managing Director, Michael Wellman, attended the grand opening to witness this exciting event. “Our goal is to produce the best quality and most comfortable running shoes for our consumers,” explains Darren Tucker, Regional General Manager, and Asia Pacific. Proudly expressing the business philosophy of New Balance, the century-old American sporting brand, he continued, “New Balance sets a new standard of retail excellence within the global marketplace to celebrate our innovation and pay tribute to our heritage. We hope that consumers will engage with our rich brand story that is 104 years in the making.”
Experience the Rich Heritage
Occupying more than 200 square meters, the New Balance Experience Store is located on the first floor of the Novel Building, Shanghai. With its charming brick walls, wooden display windows, nostalgic old telephones and iron chandeliers, the interior décor creates a sense of subtlety, which captures the legacy and essence of New Balance. The store feels both classic and modern, perfectly encapsulating the brand’s heritage and innovation. The Experience Store is designed such that a panoramic view of the ceiling unfurls the brand’s past, present and future, telling Shanghai the magnificent story of New Balance’s one hundred and four year history in making shoes.