London’s Oxford Street can’t stay out of the limelight for long, with sportswear giant New Balance reopening its flagship store there ahead of Sunday’s (27 April) 2025 TCS London Marathon.

And the timing’s key given the brand is the global event’s official Footwear and Apparel Sponsor for the eighth year. 

But the reopening doesn’t involve just a fresh lick of paint. It’s the unveiling of a “fully reimagined space” that builds on the brand’s “new global retail concept”.

For the brand, it represents a shift in concept that “rethinks the traditional shopping experience by putting people, not products, at the centre”, it says.

Designed to “foster creativity, community, and self-expression”, the store features central seating areas and visual storytelling that “highlight the origins, design, and craftsmanship behind key products”. 

It also becomes a space that allows “both elite athletes and fashion influencers” to envision their next great moment, side by side”.

Inspired by the “pace and culture of the capital city”, the flagship spans three floors, offering the latest footwear, apparel and exclusive releases. Newly dedicated areas for football, tennis, skateboarding and the ‘Made in UK’ collection are all unique to the location, the retailer noted.

The “dynamic” space has also been designed to adapt to stage the latest collaborations, events and activations “that reflect the city’s sporting and cultural calendar”.

And those events start with the build-up to the London Marathon from Wednesday to Sunday (23-27 April) and will include a race station for participating runners, cheer-sign-making for their supporters, and a community run the day before the race.

And the celebrations don’t end there. Post event, across 28-30 April, runners are invited back to the store to celebrate their finish with medal engraving, customisation for their running gear, and to make use of the recovery zone – offering expert advice, massage guns, hydration, and more.

Marco Alves, general manager Retail EMEA, said the reopening “marks an exciting new chapter for New Balance in the UK… representing the evolution of our retail vision – designed to inspire, connect, and serve a broad community, from dedicated athletes to those passionate about style and culture.”