If you enter a US sporting goods manufacturer New Balance store today, you immediately notice the balanced mix of tradition, community and forward-looking energy. The atmosphere in the store is not only shaped by design and products. Above all, the people who bring the brand’s values to life every day are responsible for this. As the company accelerates its global expansion, in-store teams are becoming a stronger expression of what New Balance stands for in the modern marketplace.
But what drives this dynamic behind the scenes? To get a first-hand insight, FashionUnited spoke with Jaclyn Natale, Area Manager at New Balance NY Metro – SoHo Retail.
Brand with tradition, not just traditional brand
Since its founding in 1906, New Balance has stood for something bigger than the products on the shelves. The company’s goal is to support people through sport and craftsmanship. This vision shapes the expanding retail ecosystem in Europe, the Middle East and Africa (EMEA), North America and beyond. The stores become hubs at each location. This is where teamwork, community and personal movement come together.
For Natale, this ethos is most evident in the teams she leads. Wearing some of the most sought-after sneakers in the world is an advantage, she explains. However, the real value lies in the people around her. “Honestly, the best part of working for New Balance isn’t just the footwear, although it’s a great perk to wear some of the coolest sneakers out there,” she says.
“What makes it really special is the people. I’ve never worked somewhere where everyone is so genuine, supportive and authentic.” This feeling of authenticity is naturally transmitted to the customers, she adds. It reflects a culture based on mutual respect and enthusiasm. These qualities have driven New Balance’s success across continents. Whether in London, Lisbon or New York: the same team spirit characterizes both the employee experience and the customer experience.
One interaction at a time
Retail employees are the first line of contact with the brand – or, as New Balance calls them, the primary ambassadors. They translate performance, design and innovation into real experiences. Natale does not view this responsibility as a sales job. She sees it as an extension of the brand itself. Every day she focuses on creating a welcoming and energetic environment. At the same time, she guides guests to products that fit their lifestyle and ambitions. “Every interaction,” she notes, “should reflect the label’s mission: to support people and their movement.” It doesn’t matter if they’re training for their first race or just strolling the streets of SoHo in search of the latest drop.
‘Fit’ Reimagined: A Personal Approach
Among New Balance’s defining principles, fit, also known as “fit”, holds a special place. This doesn’t just apply to shoes. For Natale, achieving a true fit requires genuine curiosity about the person sitting across from her. “Fit is more than measuring a foot. It’s about getting to know the customer’s lifestyle, goals and any problems they may have. You have to understand what the shoes are supposed to do for them,” she says. Through careful listening and thoughtful leadership, she wants to create moments in which customers feel understood. “Fit is really about personalizing the experience. We want everyone to leave the store thinking, ‘Yes, this is exactly what I needed.'”
Community at the core
New Balance’s principles also come to life in retail. This is especially true in moments when sport, community and celebration come together. Some of Natale’s most memorable experiences take place during the New York City Marathon. Then the store on the Upper West Side becomes the meeting point for runners who have just come from the route. She remembers how the team bursts into cheers when athletes enter the store with their medals still swinging. This turns the store into a spontaneous celebration. The atmosphere becomes “electric,” she says. It is in these moments that New Balance’s long-standing relationship with sport and community becomes most tangible. It’s not based on marketing, but on human connection.
After moments like this, where community and connection take center stage, a question arises. How can this spirit be maintained day after day? For Natale, the answer starts with leadership. She strives to create a workplace where people genuinely enjoy coming. This should be based on positivity, support and motivation. Your goal is to foster a team in which strengths are recognized. Employees should feel inspired to make a contribution. It’s in these everyday moments, Natale says, that the brand values of empowerment and positive change “really come to life.”
Although New Balance is expanding globally, this development is not defined by the number of stores, but by the people who power each location. Employees like Natale express the brand message in a way that customers can feel. It’s clear that growth at New Balance still starts with human connection.