New Balance steps into the spotlight at Westfield London with an innovative store concept designed to prioritize experiential engagement over traditional sales tactics

The store’s layout, featuring central seating, encourages customers to gather, share inspiration, and explore their authentic style. While maintaining a strong focus on products, the space showcases a carefully curated assortment of premium apparel and footwear from the exclusive MADE product range, emphasizing limited availability and the allure of UK- or US-made designs. Visual storytelling accompanies select products, spotlighting the creators and origins, positioning New Balance as a nexus of sport and culture. This store, following the successful model at Westfield Stratford, aligns seamlessly with New Balance’s ambitious growth plans across the UK and Europe. Discover the latest styles, cutting-edge fashion, and elite athletic products in this one-of-a-kind retail experience at Westfield White City.