With the reopening of its location in the center of Amsterdam, New Balance will launch its newest store on December 14 with a fresh retail concept built to put people, not products, at the center of the consumer experience.

Designed with a central focus, the store aims to encourage customers to come together, draw inspiration from each other and find their authentic style. The store in Amsterdam offers a wide range of premium lifestyle and running products, including a full MADE range and limited edition sneakers. The Amsterdam store concept is the first new store concept in the Netherlands.

The store distinguishes itself with visual stories for selected products that seek a mix of sport and lifestyle. The available selection of shoes and clothing in the store are uniquely put together. It caters to people looking for the latest styles and fashion and athletes looking for products that help improve performance.

“The reopening of this store and the relaunch of our presence in Amsterdam comes at a crucial time as we expand across Europe ,” said Marco Alves, Retail General Manager EMEA at New Balance. “This is a great time for our brand and we are excited to reconnect with our Amsterdam consumers and not only expand our product offering but also enhance the in-store consumer experience.”

New Balance is organizing a small one during opening day community run , where local runners and running crews are invited for a 5km run through the city, which starts and ends at the store. The runners will all have the opportunity to test the latest performance running shoes during the session.

The opening hours of the location at Leidsestraat 30, Amsterdam are Monday to Wednesday from 10:00 AM – 6:00 PM, Thursday to Saturday from 10:00 AM – 8:00 PM and Sunday from 10:00 AM – 6:00 PM.