One month after opening its flagship in NYC’s Flatiron neighborhood, New Balance has landed in SoHo with a new store.

Located at 542 Broadway, the 1,800-square-foot space was designed to “visually intersect sport and culture,” the athletic company said in a statement.

Expanding beyond the newly reopened Flatiron flagship and existing locations of the Upper East Side and Upper West Side, the company added that the new SoHo store “puts New Balance ’s customer at the center in all aspects – inspiring shoppers to explore and find their own style.”

Chris Davis, brand president and chief marketing officer of New Balance , said in a statement that physical retail must be a physical manifestation of the brand’s identity.

“While the industry continues to accelerate toward global e-c

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