New Balance has opened the doors to its Oxford Street flagship in London, revealing a completely redesigned retail environment that puts community and creativity at its core. Officially launched on Thursday, April 17th, the space represents the latest iteration of the brand’s global retail concept, shifting emphasis from products to people.
This updated concept is designed to foster a deeper connection between visitors and the brand, using central seating zones and visual storytelling to showcase the heritage, design, and craftsmanship behind New Balance products. In doing so, the store aims to serve not only elite athletes but also those engaged with contemporary culture and fashion.
Spanning three levels, the flagship is an expansive showcase for New Balance’s latest collections, featuring dedicated sections for football, tennis, skateboarding, and the flagship-exclusive ‘Made in UK’ range. This space, inspired by the energy of London itself, is described by the company as a physical embodiment of its performance-meets-lifestyle ethos.
The façade of the new New Balance Oxford Street store integrates seamlessly with the busy streetscape of central London. Inside, the layout has been designed to remain flexible, enabling regular rotations of activations and collaborative installations that tie into the city’s cultural and sporting calendar.
Marco Alves, General Manager Retail EMEA, said:
“The reopening of our Oxford Street flagship marks an exciting new chapter for New Balance in the UK. This space represents the evolution of our retail vision – designed to inspire, connect, and serve a broad community, from dedicated athletes to those passionate about style and culture. We’ve created an environment that brings people together and showcases the best of what New Balance has to offer.”
The store will also host a series of events around the 2025 TCS London Marathon, including a race station for runners, cheer-sign-making, a community run, and post-race services such as medal engraving, gear customisation, and a recovery zone.
Ultimately, the Oxford Street flagship underscores the brand’s ambition to redefine the in-store experience, placing shared moments, personal achievement, and cultural relevance at the forefront of its offering.
