New Balance will reopen its fully reimagined Flatiron flagship store on Friday, September 12th, 2025. Situated at 150 5th Avenue in New York City, the 2,200-square-foot space reflects the brand’s core principles of craft, innovation, and quality, offering an elevated shopping experience centered on authentic storytelling.
The redesigned flagship is positioned at the intersection of sport and culture, blending architectural design with the brand’s heritage and forward-looking approach. Located in the heart of NYC, the store embodies New Balance’s values through a physical space that inspires deeper connections with the brand. Customers are placed at the center of the experience, encouraged to explore, discover, and define their own style, making the store a must-visit shopping destination.
From the street, the facade has been opened up to flood the interior with natural light and connect directly with the surrounding cityscape. Inside, the layout is anchored by a large, dynamic open area that will evolve throughout the year to highlight collaborations, launches, events, and activations. The space is further divided into dedicated zones for lifestyle and performance products, ensuring a full representation of New Balance’s offerings.
Drawing inspiration from the design of the brand’s Boston flagship, the New York space integrates locally influenced elements to reflect the energy and culture of the city. This innovative design marks a pivotal moment in New Balance’s global retail evolution, showcasing both global identity and localized storytelling.
The Flatiron flagship reopens as a key milestone in New Balance’s retail strategy, reaffirming the brand’s commitment to craft, innovation, and community. The store will be open seven days a week from 10:00 AM to 7:00 PM.
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