“Let’s Make Excellent Happen!” That’s the theme of New Balance‘s most recent campaign. According to Josh Rowe, NB’s marketing manager, it reflects the brand’s desire to inspire and motivate athletes to achieve their very best. And after visiting the Flatiron New Balance, I was surely inspired!
The experience store celebrates NB’s past, present and future, and highlights the brand’s heritage. Located at the corner of Fifth Ave. and 20th St., the store features a running track and a demonstration area devoted to showcasing the making of running shoes. Balancing old and new elements, the space’s original architectural elements including exposed brick and floor-to-ceiling columns are mixed with modern technology.
My favorite feature is the brand DNA ribbon running from the entrance to the back of the store. The ribbon features brand milestones using vintage and modern images. It ends at one of the coolest projections I’ve seen in a while. The signature NB logo is dimensionalized and used as the projection screen—very innovative.
Along one of the store’s perimeter walls is a real-life test track. And if that’s not enough for you, they’ve even got a treadmill for gait/form analysis. Buying a pair of running shoes has never been more fun!
Showcasing the company’s commitment to “Made in the USA” manufacturing, the demonstration area at the front of the store presents a NB associate straight from the Maine manufacturing facility. This associate is assembling shoes live for customers to watch. If you buy a pair of these shoes, you get to take them home in an awesome ‘Assembled in NYC’ drawstring bag stamped with the date made and edition number.
Product presentation was fantastic with lots of cross-merchandising offering customers head-to-toe looks. Graphics were bold and authentic further infusing the NB brand into the space. Tone of voice was witty and informative while giving the brand the recognition it deserves for product innovation and domestic production.
This store has the retail triple threat—stellar storytelling, lots of interactive elements and one-of-a-kind product with shoes made right in front of customers. For me, NB sure made excellent happen at the Flatiron location!
To see more photos of the Flatiron New Balance, check out the photo gallery.