New Balance, the iconic sportswear brand, is excited to announce the grand opening of its African flagship store in Sandton City, Johannesburg. This launch marks a pivotal moment in New Balance’s ongoing journey of innovation, heritage, and elevating the retail experience.
The highly anticipated launch coincides with the brand’s annual Grey Day, celebrating the colour grey and its deep-rooted connection to New Balance’s history and philosophy. In honour of Grey Day, New Balance has recently premiered a short film titled “Grey Days,” which pays tribute to the brand’s impact across various facets of sneaker culture, from sport to street style and beyond. The narrative of the short film underscores the importance of grey in the brand’s legacy, showcasing its timeless influence and enduring appeal.
“We believe that the Grey Days film will resonate deeply with our community, inspiring them to embrace their individuality and celebrate the timeless elegance of grey in style and spirit,” says Craig Bowen, Country Manager of New Balance.
At the Sandton store launch, two standout pieces from the latest Grey Days collection were unveiled: the Grey Days WRPD Runner and the 1906R. These items are crafted with meticulous attention to detail and embody the timeless elegance and versatility of the colour grey.
A highlight of the New Balance retail experience is the innovative Uncommonly Common Concept (UCC), which made its debut in South Africa at Gateway Mall in Durban and Canal Walk in Cape Town. The UCC revolutionises traditional shopping by putting people first, creating a space where consumers can explore authentically and fearlessly.
The UCC embodies both monumentality and intimacy, seamlessly blending organic elements with precision and refinement. By embracing this duality, New Balance invites consumers to engage with the brand on a deeper level, transforming them from mere shoppers into passionate advocates. The store design fosters connections, inspires creativity, and celebrates individuality, making it a haven for the independent-minded.
What sets the UCC apart is its curated selection of New Balance merchandise, chosen to cater to diverse tastes and preferences. Additionally, the emphasis on visual storytelling for select products highlights their makers and origins, showcasing the rich history and heritage that place New Balance at the intersection of sport and culture.
“We are thrilled to bring the New Balance experience to Sandton City, Johannesburg,” adds Bowen. “Our flagship store represents a fusion of innovation and tradition, offering consumers not just a place to shop, but a space to connect, explore, and be inspired.”
The grand opening of the New Balance flagship store in Sandton City promises to be an unforgettable celebration of style, heritage, and innovation. Join New Balance from the 1 June 2024 to embark on this exciting new chapter together