New Balance opens women's only space

By

Jennifer Braun

Published
Mar 16, 2017

Sport Chek stores across Canada will be home to a designated women's only retail space by New Balance for a limited time.
 
Baptized The New Balance Space, the apparel retail concept for women will offer customers a curated collection of women's fitness apparel. The cross-Canada initiative launched this week and will run until May 27th, 2017.

 
The retail space by the Boston-based brand was designed to have a specific appeal for the metropolitan female athlete. The space is rooted in New Balance's running heritage and features Lifestyle and Performance imagery that attempts to speak directly to that audience. The campaign materials, also available on sportchek.ca, embodies the spirit of female athletes and women with demanding lifestyles, while the campaign slogan "Balanced Body, Balanced Mind", captures the brand's conscious effort to help women obtain a balanced lifestyle.
 
New Balance is anticipating to grow significantly in apparel in 2017.

"Apparel represents one of the largest opportunities in our business today," says Gerald Woodman, General Manager, New Balance Canada, in a news statement. "With a heritage and authenticity established with footwear, our customers can now complete a head-to-toe performance, training or lifestyle ensemble that will help them pursue any activity they choose in style."
 
Earlier this month, Sport Chek also opened its first women’s-only store in Calgary. Sport Chek is run by parent company FGL Sports, Canada's largest national retailer of sporting goods.