New Balance has debuted its latest store concept at Singapore’s Paragon Shopping Centre, the first of its kind in Southeast Asia and just the third in the world. 

The concept first opened in Guangzhou, China, in December, and the second in The US’s Boston in February. 

The 1679sqft Paragon store will provide a variety of gear, with a visual narrative accompanying select products to illustrate the makers and sources behind them, showcasing New Balance’s sports culture.  

“This store represents a big step forward in the way we think about our retail environment, featuring a much tighter, more focused collection built specifically for the younger consumer,” said Ian Fitzpatrick, senior director of global brand strategy and operations at New Balance. 

“The space is not built to tell all our stories, just those most relevant to our consumers – a shift that reflects our intention to invite new audiences to discover the brand, maybe for the first time.”

According to Coenraad Hefer, GM of New Balance Singapore and Malaysia, Singapore is an important market for the brand, and it plans to renovate four more locations islandwide by the end of the year.  

Nissan and New Balance collaborated earlier this year to create the Kicks 327, a car that looks like a trainer.