Johannesburg, South Africa — Global sportswear giant New Balance SA has officially opened its latest retail store at Eastgate Shopping Centre, Johannesburg, marking another milestone in the brand’s fast-growing presence in South Africa.
The launch, held on Saturday, September 6, drew enthusiastic crowds, media, and invited guests who celebrated the unveiling of a fresh retail concept designed to bring the brand’s ethos — better, not bigger — to life.
The new Eastgate store is part of New Balance’s most advanced retail concept: a UCC store (Unified Consumer Concept), one of only a handful in South Africa. Built around central seating gestures, the store is designed to put people — not products — at the heart of the experience. Shoppers are encouraged to connect, draw inspiration from one another, and discover their authentic style in a space where performance, lifestyle, and fashion seamlessly coexist.
On the product side, sneaker fans were spoiled for choice with a wide range of sought-after editions. Standouts included the ever-popular 9060 lifestyle sneaker in the exclusive Earth Shadow colourway, the 574 for everyday wear, the sleekly paneled 1000 with its modern, streamlined aesthetics, and the much-anticipated 2025 FuelCell SuperComb Elite v5 running shoes, engineered with a carbon-fiber plate for peak performance.
Bargain hunters and collectors alike found it impossible to resist: almost everyone left with paper bags filled to the brim, taking advantage of launch-day discounts — 20% off for the general public and an irresistible 50% for invited media and guests. Even NOWinSA got caught up in the frenzy, bagging two pairs and some fresh apparel along the way.
Beyond the shopping buzz, the event underscored a broader retail trend in South Africa. Despite predictions that online shopping would overshadow brick-and-mortar spaces in the aftermath of Covid-19, leading brands are proving the opposite by reinvesting in malls for long-term growth. As NOWinSA previously reported, popular chains such as Yuppiechef have expanded into mall spaces, showing that consumers still crave in-person experiences and community connection — values that align closely with New Balance’s retail philosophy.
A retail concept built on people and community
New Balance thrives on in-store experiences that put people first. At Eastgate, this came alive with the crowd-favourite planking challenge, sparking laughter, applause, and friendly competition.
Warm, enthusiastic staff reinforced the brand’s spirit of humility and connection — values that sit at the core of New Balance.
Better, not bigger: a unique growth philosophy
Unlike competitors such as Nike, which built reputations as “market bullies” due to past corporate culture issues and accusations of uncompetitive practices – and worse still a complete lack of consumer engagement – New Balance has consciously chosen a different path.
As highlighted in its history (Mark J Peters), the brand’s goal was never to become the largest, but to be known as better, not bigger. In commercial terms, this meant being reliable and fast to market, with a leadership style that embraced humility and built confidence in the brand through consistent performance, strong backup service, and customer engagement.
Van Rooyen, a leading voice in New Balance SA’s early strategy, emphasised that this approach required creating a friendly and relaxed culture. The success, he noted, came down to “maintaining a strong emphasis on humility and on the importance of relationships.”
Product, performance, and culture under one roof
The Eastgate UCC store features:
- Curated product assortments tailored for elite athletes and lifestyle consumers alike.
- Visual storytelling that highlights the makers, origins, and culture behind key products.
- Fusion of sport and culture, blending performance footwear and apparel with street style.
This multidimensional approach also ties into New Balance’s global strategy to fuse authenticity with innovation. Initiatives such as the Fit Tracks Machine, a travelling foot-scanner that maps pressure points to help customers find their perfect shoe fit, highlight how technology and customer care converge in the brand’s story.
Expanding South Africa’s sneaker culture
The Eastgate store launch comes at a time when sneaker culture in South Africa is surging. As our previous coverage highlighed (New Balance readying for a new era), New Balance has gained traction among South African youth, lifestyle influencers, and athletes alike — positioning itself as a serious contender in the country’s ever-growing sneaker market.
In addition to sneaker enthusiasts, New Balance has strategically expanded into neglected markets such as the army, air force, and police force by offering high-quality sportswear with global branding. These bold moves have reinforced the brand’s commitment to inclusivity and community-building.
A global legacy, a local connection
Founded in 1906 and headquartered in Boston, Massachusetts, New Balance employs 10,000 associates worldwide and reported $7.8 billion in global sales in 2024 (full report). With five athletic footwear factories in New England and one in Flimby, UK, the company remains proudly independent while continuing to empower communities through sport and craftsmanship.
The Eastgate opening is more than just a new store; it’s proof of the philosophies that have carried New Balance this far. As the brand continues to innovate and expand, its unwavering emphasis on relationships, humility, and reliability ensures that its footprint in South Africa will only grow stronger.
For more information or to find a store near you, visit newbalance.co.za.
