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New Balance Opens New Store

Press Release 02.09.2010

New Balance, one of the world’s leading running brands, announces the opening of its first Experience Store on Shanghai’s Huai Hai Road. It is New Balance’s second Experience Store in China, following the opening of its first on Beijing’s Qianmen Avenue last year. Senior executives from the company, including Regional General Manager, Asia Pacific, Darren Tucker, and China Managing Director, Michael Wellman, attended the grand opening to witness this exciting event. “Our goal is to produce the best quality and most comfortable running shoes for our consumers,” explains Darren Tucker, Regional General Manager, and Asia Pacific. Proudly expressing the business philosophy of New Balance, the century-old American sporting brand, he continued, “New Balance sets a new standard of retail excellence within the global marketplace to celebrate our innovation and pay tribute to our heritage. We hope that consumers will engage with our rich brand story that is 104 years in the making.”

The New Balance Experience Store in Shanghai is designed such that a panoramic view of the ceiling unfurls the brand’s past, present and future, telling Shanghai the magnificent story of New Balance’s one hundred and four year history in making shoes.   It displays New Balance’s entire product line: sports footwear, apparel and a variety of sports accessories, available for all seasons and for men, women and kids, bringing the complete New Balance experience to consumers.   

With the opening of this new store in Shanghai and the projected opening of ten more experience stores in major cities across China, New Balance is hoping to bring the idea of running culture to China and will be holding a New Balance “6km Run” in six of China’s major cities.

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