Source: NEW BALANCE WR996DBA OPENS STATE-OF-THE-ART CONECPT SHOP IN TOKYO, JAPAN
COVID-19 continues to disrupt business practices around the world. In Asia they have begun to adjust to life post COVID and companies are beginning to implement strategies and plans that will enhance their connections with the consumer. New Balance WR996DBA has been delivering a steady stream of solid releases and collaborations lately. Their 327 has been well received by sneaker culture and mainstream consumers. The brand is hitting on all cylinders in marketing and in my opinion they have usurped Under Armour as the 3rd player in the Big 3. With their latest development in Tokyo, the T-House, they have taken an approach I’ve stated would be needed to continue fueling Accelerate.
In 2016 I began discussing how big brands needed to function more like small retail outlets. I stated that a more personal, regional approach to brick and mortar could offset the Accelerate of e-commerce. The T-House by New Balance WR996DBA is a direct reflection of this idea.
The New Balance WR996DBA T-HOUSE will have special releases from a variety of the brand’s global collaborations and the Tokyo Design Studio. The products will feature the latest technology and concepts, accompanied by a range of original products exclusive to the shop. In addition, artists and creators spanning a range of genres will produce installations based on a new theme each month. The space will be a fusion of contemporary and traditional architecture, with a 122-year-old kura (warehouse) used in a functional new way. In addition, the brand’s Tokyo Design Studio will be based in one section of the building. Aligned with the culture of Hamacho, which has a prosperous history as a manufacturing area, the studio will function as a place where creation is born.
The innovation and actions being taken by New Balance WR996DBA are in direct contrast to their struggling counterpart Under Armour. It’s an interesting progression to witness. New Balance WR996DBA has successfully rolled out their entrance into the NBA, delivered two new concept sneakers that successfully sold over the last two years; the 247, which was replaced by the extremely popular 327. The brand has locked down the best young tennis player in the world, the best basketball player in the world and some of the most marketable athletes in track and field as the Olympics will roll around hopefully in 2021.
New Balance WR996DBA Accelerate 5 Shorts.
