Independent spirit, shared energy: Inside New Balance’s expanding retail world

Step into any New Balance store today and you’ll notice it instantly: a balanced blend of heritage, community, and forward-looking energy. It’s a retail atmosphere shaped not only by design and product, but by the people who bring the brand’s values to life every day. As the US sportswear label accelerates its global expansion, these store teams are becoming an increasingly powerful expression of what New Balance represents in the modern marketplace.

But what is driving this momentum behind the scenes? FashionUnited spoke to Jaclyn Natale, Area Manager for New Balance’s NY Metro – SoHo Retail, providing an insider's perspective.

A brand with heritage, not just a heritage brand

Independent since 1906, New Balance has always stood for something greater than the products on its shelves. Its mission, empowering people through sport and craftsmanship, shapes its expanding retail ecosystem across Europe, Middle East, and Africa (EMEA), North America, and beyond. In every location, stores become hubs where teamwork, community, and personal movement intersect.

For Natale, this ethos is most visible within the teams she leads. She explains that while wearing some of the world’s most coveted sneakers is a perk, the true value lies in the people surrounding her. “Honestly, the best part about working for New Balance isn’t just the shoes – though getting to wear some of the coolest sneakers out there is an amazing perk,” she says.

“What really makes it special are the people. I’ve never worked somewhere where everyone is so genuinely supportive and authentic.” The sense of authenticity, she adds, naturally extends to customers. It reflects a culture rooted in mutual respect and enthusiasm; qualities that have powered New Balance’s success across continents. Whether in London, Lisbon or New York, the same spirit of teamwork shapes both the associate experience and the customer journey.

One interaction at a time

Retail associates serve as the brand’s front line, or as New Balance refers to them, its primary ambassadors. They translate performance, design, and innovation into real experiences. Natale sees this responsibility not as a sales task but as an extension of the brand itself. Each day, she focuses on creating a welcoming, energetic environment while guiding guests toward products that match their lifestyle and ambitions. “Every interaction,” she notes, should reflect the label’s mission to support people and their movement, whether they’re training for their first race or simply wandering the streets of SoHo in search of the latest drop.

Rethinking ‘fit’: A personal approach

Among New Balance’s defining principles, “fit” holds a special place, and not only in relation to footwear. For Natale, achieving a true fit requires genuine curiosity about the person standing in front of her. “Fit is more than measuring someone’s foot. It’s about getting to know their lifestyle, their goals, any issues they’re experiencing, and what they want their shoes to do for them,” she says. By listening closely and guiding customers thoughtfully, she aims to create moments where shoppers leave feeling understood. “Fit is truly about making the experience personal and making sure the customer walks out thinking, ‘Yeah, this is exactly what I needed.’”

Community at the core

Retail is also where New Balance’s purpose comes vividly to life, especially in moments that unite sport, community, and celebration. Some of Natale’s most memorable experiences occur during the New York City Marathon, when the Upper West Side store becomes a gathering place for runners fresh off the course. She recalls the team erupting into cheers as athletes enter with their medals still swinging, turning the store into a spontaneous celebration. The atmosphere, she says, becomes “electric.” It is in these moments, grounded not in marketing but in human connection, that New Balance’s long-standing relationship with sport and community becomes most tangible.

After moments like these, where community and connection take center stage, the question becomes how this spirit is sustained day to day. For Natale, the answer begins with leadership. She strives to create a workplace where people are genuinely excited to show up, one defined by positivity, support, and motivation. Her goal is to cultivate a team where strengths are recognized, and associates feel inspired to contribute. In those everyday moments, she says, New Balance’s values of empowerment and positive change “really come to life.”

New Balance may be expanding worldwide, but its evolution is defined not by store counts, but by the people powering each location. Associates like Natale turn the brand’s purpose into something customers can feel: proof that growth at New Balance still begins with human connection.