New Balance continues to execute strategic moves in the world of sports and culture, shrewdly partnering with modern athletes and tastemakers to help push the brand forward another fifty years. They’re also letting their presence known IRL with the grand opening of The TRACK, a multi-sport facility located in the home city of their headquarters.
Joining The Auerbach Center (official practice facility of the Boston Celtics) and Warrior Ice Area (official practice facility of the Boston Bruins), The TRACK acts as a sports, innovation, and lifestyle hub for the brand. It houses a dual terrain indoor track that can be converted to a field, flexible basketball, soccer and volleyball courts, a sophisticated Sports Research Lab, the Roadrunner music venue operated by Bowery Presents, and a Beer Hall named Broken Records where visitors can take in the action happening throughout the facility. This cultural base will likely host events for the public and media as the brand continues its progression.
New Balance hosted a star-studded unveiling event at The TRACK on April 13th; special guests included brand ambassadors such as Storm Reid, Jack Harlow, Gabby Thomas, Sydney McLaughlin, Genie Bouchard, Trayvon Brommell and more. A brief recap of the night’s events can be found below.
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