American sportswear label New Balance opened its European flagship on Oxford Street in 2016. At the time it was the largest ever store for the brand, covering almost 1170 square metres and three floors stocked full of sports gear, trainers and equipment. The footwear range also includes their trendy lifestyle trainers. Products cater to men, women and kids with additional areas of the store dedicated to running, football and yoga.
To pay homage to its location, the store is filled with exclusive artwork depicting famous scenescapes from the capital created by London-based eco-artist Osian Batyka-Williams. Video screens in the store show inspiring footage of athletes, sports stars and events sponsored by New Balance which have included the London Marathon, footballers Vincent Kompany and Aaron Ramsey, and Olympic bronze medal-winning triathlete Vicky Holland. The steel and polished concrete interiors mirror the sports labels’ philosophy of futuristic innovation and style.
Staff will be happy to help you find the perfect trainers for your needs while making use of their 3D foot scanner. You’ll be able to store your details online for future purposes and link it to New Balance’s gait analysis app, Stride ID, to aid you in finding the right footwear to up your performance.
The New Balance run club meets every Monday and Thursday evening at the store. Open to all abilities, you’ll get free training and make friends along the way whether you’re looking to take up running for the first time or preparing for a marathon.