New Balance, a leading global athletic brand, opened the doors to its revolutionary retail concept store in Yas Mall, Abu Dhabi, marking a significant change in how the brand interacts with consumers. The grand opening took place on August 24th, with a ‘lace cutting’ ceremony led by Stuart Henwood, the Regional General Manager for New Balance Middle East, North Africa, and India.
The new store aims to put the focus on people rather than products. Designed with central seating areas, the space invites customers to gather, share ideas, and find their unique style. “This store is a big leap forward in how we envision our retail space,” said Ian Fitzpatrick, Senior Director of Global Brand Strategy and Operations at New Balance. “It’s not just about showcasing all our products but about highlighting those most relevant to our consumers.”
The curated assortment of products aims to cater to a diverse audience, from elite athletes to fashion influencers. Each product will be accompanied by visual storytelling elements that spotlight the origin and creators behind them, situating New Balance at the crossroads of sport and culture.
Henwood added, “This first-of-its-kind store in the region serves as a community hub, allowing consumers to immerse themselves in our brand in new and engaging ways. It marks another key milestone in New Balance’s expansion across the MENA region.”
The store is set to host a series of product campaigns and consumer activations to engage visiting customers. These include exclusive product drops like the Ganni 1906 collab, FuelCell SC Elite v3, and the Made Collection. The retail space will also serve as a hotspot for basketball culture, working in collaboration with the NBA to offer consumer-led brand experiences during key sporting events.
For those interested in experiencing this fresh retail concept or finding a New Balance store near them, more information is available at newbalance.com.