New Balance SoHo

One month after New Balance's Flatiron flagship reopened, the 3,400-square-foot SoHo store opened in October 2025 making it the brand's fourth NYC location. Designed to "visually intersect sport and culture," the space features light wood, neutral hues, and raw materials with 3D foot scanning technology and a full assortment of performance and lifestyle product. New Balance brand president and CMO Chris Davis framed the investment explicitly: "While the industry continues to accelerate toward global e-commerce, New Balance is intentionally investing in our store experience. Across thousands of doors worldwide, we are building, remodeling, and reimagining our fleet — not as transactional spaces, but as immersive brand environments."