New Balance Expands NYC Presence with New SoHo Store Opening

New Balance continues to grow its New York City footprint with the opening of a brand-new SoHo store on Thursday, October 23, marking the brand’s latest milestone following the recent reopening of its Flatiron flagship.

Located at 542 Broadway, the new 3,400-square-foot store is designed to merge sport and culture while celebrating New Balance’s long-standing commitment to craftsmanship, innovation, and quality. The space offers an elevated shopping experience that places the consumer at the center — encouraging exploration and self-expression through style. Its design language reflects New Balance’s evolving brand identity, blending lifestyle aesthetics with performance-driven storytelling.

With this latest opening, New Balance further strengthens its presence in one of New York’s most iconic shopping districts. The SoHo store joins existing locations on the Upper East Side, Upper West Side, and in Flatiron, underscoring the brand’s focus on connecting with consumers across key cultural and retail hubs.

The new SoHo space serves as both a retail destination and a cultural touchpoint — bringing together the worlds of fashion, sport, and creativity in a way that embodies the essence of modern New Balance.

The store officially opened to the public on Thursday, October 23. Located at 542 Broadway, New York, NY with hours of operation on Monday–Saturday, 10am–8pm ET; Sunday, 11am–7pm ET.

Enjoy a closer look at the store below crecits to Keith Morrison.

For more on New Balance, the GANNI x New Balance 1906L "Black" is back in stock.