New Balance has debuted its new cutting-edge facility, which aims to bridge the gap between sports, culture, and innovation. The multi-sport facility’s grand opening in Boston, Massachusetts, was attended by a wide range of guests, including musicians, actors, athletes, and others.
The event’s launch, which was emceed by Euphoria actress and New-Balance brand ambassador Storm Reid, represented a broader acceptance of culture’s multidimensionality. A fashion presentation showcasing the future evolution of New Balance apparel followed Reid’s and New Balance’s president and CEO Joe Preston’s opening remarks.
With pieces like relaxed-fit suits, contemporary overcoats, oversized cardigans, jackets, technical cargo pants, tracksuits, and more, the presentation looks blended sportswear and tailored dress notes. Pops of tangerine, pine green, lime green, and contemporary plaid patterns enlivened the collection’s staple colors of beige, slate gray, and brown. A selection of New Balance sneakers completed the presentation.
A special performance by brand ambassador Jack Harlow added to the celebrations. Harlow performed a medley of songs with DJ and record executive DJ Drama, including his new song “First Class,” “Nail Tech,” “Route 66,” Lil Nas X’s “Industry Baby,” which features Harlow, and more.
With the opening of its new facility, New Balance intends to further develop the athletic landscape. A dual terrain indoor track that can be converted to a field, basketball, soccer, and volleyball courts, a sports research lab, a 50,000 square foot concert venue, and a beer hall are all available at the facility.
Aside from the multifunctional track, the sports research lab is a facility highlight because it allows the New Balance team to work with training athletes and make real-time performance updates thanks to a variety of top-of-the-line equipment. 360-degree motion capture equipment, high-tech imaging, force plates that measure foot depression, a hyperbaric chamber, and other tools are among the tools available.
“Fifty years ago this month, Jim Davis purchased New Balance and together with Anne, they have led the tremendous growth of our brand into the global athletic leader we are today, while still maintaining our unique company culture,” said Joe Preston. “Jim also had the bold vision to completely transform the area around our global headquarters in Boston into a vibrant world-class sports hub for athletes and fans including the debut today of The TRACK at New Balance.”
The TRACK at New Balance is set to change the face of athletic innovation and culture in Boston and around the world.
