• New Balance opens first open-mall store at City Walk, Dubai.
  • Sneaker enthusiasts invited to the nostalgic “Sneak Back” event.
  • Personalize sneakers with charms, 2000s music, and retro photo ops.
  • Discover New Balance’s exclusive MADE collection and New Energy launches.

Dubai is getting a fresh dose of retro flair and innovation as New Balance opens its first open-mall store at City Walk. A vibrant new destination for sneaker lovers and athleisure fans alike, this store extends New Balance’s UAE footprint to eight stores—a major milestone that celebrates the brand’s signature blend of performance and style in one of Dubai’s trendiest spots.

Marking the grand opening on November 6th, New Balance is rolling out the red carpet for sneaker enthusiasts with the “Sneak Back” event, a nostalgic nod to the 2000s. Expect classic throwbacks, an irresistible mix of the old and the new, and exclusive peeks at New Balance’s latest MADE collection and New Energy models. The event is free to attend, inviting everyone to step into an era of pop nostalgia and futuristic style, all under one roof.

Here’s a look at some of the exciting experiences awaiting you at the launch:

  • Charms Station: Express yourself by personalizing your sneakers with a variety of charms, adding a unique touch to your New Balance kicks.
  • DJ Shef Codes’ Throwback Playlist: Feel the beat of the early 2000s as DJ Shef Codes spins iconic hits to bring back the memories and set the tone for a memorable night.
  • Build-Your-Own Açaí Bar: New Balance nods to modern wellness with a customizable açaí bar, allowing guests to fuel up on their favorite healthy treats.
  • Candy Station: Savor a taste of the past with sweets that defined the early 2000s, for a sweet trip down memory lane.
  • Photo Booth & Disposable Cameras: Capture your style and the vibe of the event with a retro-inspired photo booth and Kodak disposable cameras to create authentic, nostalgic memories.
  • Interactive Podcast: Featuring voices from the sneaker culture, this live podcast lets attendees dive into trend insights and sneaker style tips in real time.

Stuart Henwood, Regional General Manager for New Balance in the Middle East, Africa & India, emphasized the store’s significance: “Our City Walk store is more than a retail outlet; it’s a dynamic hub for our community to explore and engage with our latest products. We’re thrilled to bring an experience that combines style and performance while fostering meaningful connections.”

The City Walk store goes beyond conventional retail. Housing a comprehensive range of New Balance products—from high-performance running shoes to sleek lifestyle sneakers and athleisure wear—the store has something for every style. With expert staff on hand and interactive experiences throughout, the new space is set to be a go-to spot for trendsetters and fitness enthusiasts in Dubai.

Instagram: @newbalance