New Balance Bucks 'Retailpocalypse' Trend, Opens Flagship Store in Makati City

The new store complements its online strategy.

Traditional retail has been upended in recent years by ecommerce, and, lately, restrictions caused by the pandemic. But don’t count out brick-and-mortar stores just yet. 

While many stores have shuttered and those that have remained opened have been struggling because of low foot traffic in shopping malls and other establishments, there are others that have opened in defiance of retail trends. 

Photo by New Balance.

Recently, international athletic shoes and apparel brand New Balance opened its flagship store in Makati recently. A representative from the brand told Esquire Philippines that the store was to have opened much earlier.

“Our original opening date had to be pushed back several times!” the rep said. “This was due to the restrictions brought by the sudden lockdown, but we are happy to have been able to finally open our new home.” 

Photo by New Balance.

New Balance says the physical location complements its online strategy.

“Brands will definitely have to leverage on online channels to market their products,” he said. “This will go hand-in-hand with current stores. As quarantine restrictions ease up, the foot traffic in malls slowly picks up, but brands must be agile enough to adapt should the situation change again.”

The new store showcases shoes catered to every type of runner, including bestsellers like the 574 Classic, Fresh Foam 1080, and new high-performance shoes like the FuelCell Rebel v2. One study says nearly 30 percent of current runners started during the pandemic. 

Photo by New Balance.

“Customers can look forward to our best and latest selection of what New Balance has to offer—performance-running shoes, casual sneakers, basketball shoes, kids footwear, and our MADE line,” he said. “New Balance Rockwell will also be the destination for our collab releases and we carry apparel ranging from performance, to lifestyle, and hoops.”

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New Balance has been busy releasing new shoes and collaborations over the last year, and many of them are available in the new flagship store. The brand also has new stuff coming up for the rest of the year. 

“We have our ongoing New Balance Run Club which is a growing virtual fitness community aimed at helping people stay active and healthy at home. We still have several releases to look forward to like our Staud collab launching in July 16. We also have a skate shoe collab with champion skateboarder and New Balance Numeric Ambassador Margielyn Didal.”

The New Balance Flagship store is located in Powerplant Mall in Makati City. It also has a presence on Lazada and Shopee.

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Paul John Caña
Associate Editor, Esquire Philippines
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