One month after opening its flagship in NYC’s Flatiron neighborhood, New Balance has landed in SoHo with a new store.
Located at 542 Broadway, the 1,800-square-foot space was designed to “visually intersect sport and culture,” the athletic company said in a statement.
Expanding beyond the newly reopened Flatiron flagship and existing locations of the Upper East Side and Upper West Side, the company added that the new SoHo store “puts New Balance’s customer at the center in all aspects – inspiring shoppers to explore and find their own style.”
Chris Davis, brand president and chief marketing officer of New Balance, said in a statement that physical retail must be a physical manifestation of the brand’s identity.
“While the industry continues to accelerate toward global e-commerce, New Balance is intentionally investing in our store experience,” Davis noted. “Across thousands of doors worldwide, we are building, remodeling, and reimagining our fleet—not as transactional spaces, but as immersive brand environments. These stores are designed to foster connection, not just conversion, reflecting our belief that meaningful engagement and a positive brand experience is the true measure of retail success.”
Stephanie Smith, vice president of retail in North America for New Balance, added that the company’s expansion into Soho is a natural move.
“The energy of SoHo – with its rich history alongside relentless creativity and innovation – mirrors the spirit of New Balance,” Smith said. “Opening here allows us to engage with one of the city’s most dynamic communities at the intersection of sport, style, and culture, while giving our customers a space that’s as inspiring as it is innovative.”
Inside the New Balance store in SoHo.
Keith Morrison
Aside from its openings in Flatiron and SoHo, New Balance took over the Corner Shop at Nordstrom NYC in May. Dubbed “New Balance @ The Corner,” the shop featured a curated selection of shoes, apparel and accessories for women, men and kids. Customers also had access to limited edition collaborations and customization opportunities.
The three-month pop-up kicked off with a “Grey Days” activation, a celebration of New Balance’s signature color. The shop then transitioned to “Found In New York” for June and July, and featured activations that highlight New York. June featured “In Bloom,” an experience with Brooklyn-based artist CJ Hendry and Brooklyn Grange Farm. And July introduced the “Subway Series,” a tribute to the interconnectedness of the five boroughs through sport and culture with a curated assortment of shoes and apparel.
Inside the New Balance store in SoHo.
Keith Morrison
Inside the New Balance store in SoHo.
Keith Morrison
Inside the New Balance store in SoHo.
Keith Morrison