Matt Varga Hot on the heels of reformatting and upgrading their Flatiron location in the heart of New York City, New Balance is further stamping its status among the sneaker world’s power players with another ribbon-cutting.
Though the Boston brand had occupied the Midtown space for years, its renovation made for a tangible reflection of its refined, Americana-soaked philosophy. The same took over their hometown presence a few months prior, and now, weeks after, NB has a physical presence in one of the world’s greatest shopping districts. Much of the same cues from its uptown counterpart carry onto the Lower Manhattan location: wood surfaces, neutral wallpaper, and, of course, the same heavy focus on footwear.
The Made in USA collection earns prime real estate in its current form, as does a focus on the NYC Marathon — only natural given NB’s continuing sponsorship of the major race. Like most retail spaces of this category, expect a rotating floor plan to receive plenty of updates throughout the year as the event schedule dictates shifting product spotlights.
The New Balance SoHo location is now open to the public, located at 542 Broadway. Operating hours are 10 AM to 8 PM Monday through Saturday, and 11 AM to 7 PM Sunday.
