.newbalance is making a play for a better position in the fashion and activewear games with the opening of a 500,000-square-foot facility in its hometown of Boston.
player, while bringing new money to the Boston area by transforming it into an international sports hub.
“Part of the strategy has also been to always make [the facility] a destination in Boston,” said Romina Bongiovanni, head of global communications at New Balance. “Boston is one of the best cities for sports, period. We want this to be a center of excellence for sports. A place where it can be enjoyed by everyone — not just athletes or just people coming to this [facility] as a brand — but everybody else in the community.
devise the concept. The end result is a New Balance-like campus in Boston’s Brighton neighborhood with the Track building across the street from New Balance’s corporate headquarters. In addition to the indoor track and field, visitors and employees can watch events on large-screen TVs while eating and drinking in the Track building’s ground-floor Broken Records beer hall. The building also houses the 17,000-square-foot research center, which comes equipped with a climate-controlled chamber center that can simulate rain, humidity and freezing cold weather and even control oxygen flow for product testing.
“Our mission here is singular: It’s to form research that’s going to lead to insights with the ultimate goal of bringing new product innovation,” said Sean Murphy, the company’s senior director of innovation and engineering. “There’s many levels to how we make products. It’s not just cutting open competitor samples. We’re constantly studying our customers.
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