New Balance marks the latest in Nordstrom’s ongoing @ The Corner pop-up series and brand takeovers at its Manhattan flagship running now through Aug. 3. The shop brings the ethos of the athletic brand to life through an immersive experience. it will include monthly product drops across shoes, apparel, and accessories for women, men, and kids. Customers will also have access to limited-edition collaborations and customization opportunities available only at the store.
“We’re excited to connect our customers to the rich heritage of New Balance, while showcasing the vibrant culture of New York City through New Balance @ The Corner NYC,” states Olivia Kim, SVP of Creative at Nordstrom. “The collaboration celebrates craftsmanship and innovation through an experiential space for customers to explore exciting product and immersive experiences.”
Located in the heart of New York, New Balance @ The Corner celebrates craftsmanship and innovation, connecting customers to the brand’s heritage and independent spirit. The shop will debut with “Grey Days,” a month-long celebration of the brand’s signature color, featuring new and classic New Balance product along with activations that center on creativity, community, and movement. That includes: an initiative promoting movement and connection through multi-sensory experiences across texture, smell, sound, and visuals. New Balance and Nordstrom will host workshops of all senses from a pottery class with Brooklyn based ceramicist, Not Work Related, to a custom scent building class, blending fashion and fragrance, and more. In addition, Movement Classes will span a boxing class (May 4, 11 am – 1 pm and May 20, 6 pm – 8 pm); a choreography class (May 6, 6 pm – 8 pm); and a yoga class (May 13, 6 pm – 8 pm).
The shop will transition to “Found In New York” for June and July, featuring activations that highlight New York, celebrating the sights, sounds, and culture of summer in the city. June will feature “In Bloom,” a vibrant experience with Brooklyn-based artist CJ Hendry and Brooklyn Grange Farm. July will introduce the “Subway Series,” a tribute to the interconnectedness of the five boroughs through sport and culture with a curated assortment of shoes and apparel that reflect community and design.
“As one of our longtime retailers, we’re honored to work alongside Nordstrom to bring an immersive pop-up to life at their NYC Flagship, The Corner,” states Tracy Knauer, vice president of North America Marketing and DTC at New Balance. “The Corner will allow us to connect to our consumer authentically, bringing to life our unwavering commitment to quality and craft. We look forward to inviting consumers to The Corner to experience products and experiences that demonstrate New Balance at the intersection of sports and culture.”
