Yesterday (21 Nov, 2013), we found ourselves at the grand launch of New Balance’s brand spanking new concept store in Suria KLCC. New Balance, the prestigious sports brand that has been around for 107 years now, has been making a steady comeback in the last few years.
Thanks to the global trend of cult sneakers, coming back in fashion…this couldn’t have been a better time to launch a new store in the heart of Malaysia’s capital. The launch also marks Stream Enterprise Malaysia’s continuing support for the New Balance contingent & highlights their hunger to accelerate the brand’s global retail programme as the sole distributors in Malaysia.
New Balance, the iconic brand that has set the bar for the trainer section of shoes have always been a favourite of sports enthusiasts, the late Steve Jobs, Hypebeast hipsters…and pretty much anyone who loves good comfort & style, bundled in a pair of sneakers. The outlet is home to the latest range of New Balance collections, from the performance models such as the 890V4, 860V4 & the brand new Fresh Foam 980 to the more casual, lifestyle based 574, 998, 990, 996 & 1300 which also covers the ‘Made in USA’ and ‘Made in England’ types.
At first look, the store is modelled after a stadium’s track and arena, paying tribute to the brand’s past, present and future by proudly highlighting the heritage and product innovation…bringing the New Balance store’s retail experience to life while reflecting the grit of an urban environment. That’s quite apparent through the timeline ribbon in store, that takes visitors on an impactful chronological journey documenting the brand’s heritage and ambition incorporating vintage and modern images, taking in everything from New Balance’s history of manufacturing…right up to it’s current technology-led ‘Runnovation’ campaigns. Apart from that, the store also features a new range of stylish lifestyle and sports apparel for both men and women…and hey, even kids get a section of selections. Cool or what!?
Moving on towards the festivities of the launch…the store, which happens to be the fourth store launch since 1997, was officiated by the Manager Director of Stream Enterprise, Robert Lim, after a short speech by the store manager followed by a ribbon cutting ceremony. Also present was celebrity rockstar Noh Salleh of the famed HUJAN band, Malaysia’s hottest female DJ, Eva T and streetwear culture/style guru, Irman Hilmi…who were all part of the exclusive store launch celebrations. We were even treated some delicious cupcakes and refreshments at the event!
That pretty much wraps it up. Make sure to check out the New Balance when in Suria KLCC for a glimpse of the amazing store and it’s range of cult sneakers today!