New Balance Japan will open its first global flagship store, New Balance Harajuku (4-32-16 Jingumae, Shibuya-ku, Tokyo), in Harajuku, Tokyo, on November 5th. The four-story store, spanning four floors above ground, boasts a total floor area of approximately 1,400 square meters. It offers a full range of categories, including performance, lifestyle, women's, and children's wear, with a focus on running. It also features a cafe and shower booths. A press conference and preview were held on the 4th, revealing the interior.

As part of its global strategy this year, New Balance plans to open six global flagship stores worldwide, including one in Gangnam, South Korea; Boston, where the company is headquartered; and London, England. The Harajuku store will open on the 5th, followed by another in San Francisco next week. This fifth store, New Balance Harajuku, will be one of the largest global flagship stores in the world. The company also plans to open several more global flagship stores around the world next year. While the exposed concrete evokes the image of a stadium, the store blends tradition and innovation in everything from store design to merchandise, utilizing cutting-edge technology such as a large LED display at the main entrance, 3D foot scanning, and golf apparel. The store spans three floors. The first floor is dedicated to the brand's core running category, with women's items on the right and men's on the left. Two eye-catching tracks immediately catch the eye upon entering. 3D scanners are available for both men and women, allowing customers to measure foot length and width. Customers can also run on the in-store track to check their running form and choose the best shoes for their running style, such as a heel-first strike. The second floor is dedicated to women's and children's wear. From fashion to sports and training, the store offers shoes, apparel, and accessories for a variety of women's activities, including golf apparel, which will be available starting next year. Harajuku-exclusive kids' shoes are also available. The third floor is devoted to men's fashion, offering shoes and apparel made in the USA and UK, along with corresponding lifestyle and lifestyle items, including football and golf shoes and apparel. To celebrate the brand's 110th anniversary, 110 pairs of the Ryuichi Sakamoto-designed "M990V3" will be available for sale. Store-exclusive merchandise, including shoes with blue stickers, will also be available. Meanwhile, the fourth floor will feature "Nothing Better," a 50-seat cafe created by 2008 world latte art champion Hiroshi Sawada and Keisuke Matsushima, the youngest foreign chef to receive a Michelin star in France. Enjoy Sawada's innovative coffee experience with a choice of milk, as well as Matsushima's Southern French-inspired bagels, tuna sandwiches, and honey toast made with brioche. Shower facilities are also available for use during events. New Balance will continue to hold events, including a Girls' Night Out on December 10th. Chris Ladd, Global EVP of Consumer Experience & Demand Creation Retail & Marketing, who attended the press conference, emphasized, "Five years ago, we set the goal of becoming the world's third-largest athletic brand and the world's number one running brand. New Balance Harajuku is one of the best stores in the world, and I believe that by visiting here, customers will be able to experience New Balance's tradition and innovation and understand what we are aiming for. We hope that this new store will be a major catalyst for achieving our goals by 2020." He also stated, "We believe that women are New Balance's greatest growth engine. We are also considering concept stores specializing in women's and running." Tomoo Tomita, President of New Balance Japan, said, "We are pleased that the opening comes at an ideal time, leading up to the 2020 Tokyo Olympics. We want this store to represent the next stage of New Balance's growth during this period of great change."