New Balance’s "Run Hub" in Shanghai
The idea that physical retail is dead is a misconception—we’re simply thinking about it the wrong way. Retail shouldn’t be seen as just a tool for generating sales and revenue; it needs to serve as a physical embodiment of your brand’s vision and experience. When you shift the focus from purely commercial objectives to storytelling, retail becomes a powerful touchpoint that communicates your brand's values, personality, and unique perspective.
A great example of this is New Balance’s "Run Hub" in Shanghai, a curated space that celebrates the brand’s heritage in running while also showcasing its future ambitions in the sport. One year into reimagining their retail presence across 3,000+ stores globally, New Balance is focusing on creating sport-specific experiences, a key initiative that goes beyond selling products.
What stands out here is the mindset that if a customer walks out without making a purchase, it’s still a success. The goal is to leave them with a lasting, positive impression of the brand, taking an autobiographical approach that allows New Balance to introduce themselves to both loyal and new customers. It’s about making connections, not just transactions, and that’s where the future of retail lies.
What stands out here is the mindset that if a customer walks out without making a purchase, it’s still a success. The goal is to leave them with a lasting, positive impression of the brand, taking an autobiographical approach that allows New Balance to introduce themselves to both loyal and new customers. It’s about making connections, not just transactions, and that’s where the future of retail lies.
Inspiration from Mark.