New Balance took over Hyderabad a few days ago after the American apparel brand opened its first official store in the city at the Sarath City Capital Mall. According to company officials, the new store is the first of its kind in the country since establishing the brand’s Indian subsidiary, thus playing a huge role in New Balance’s new expansion plans for the country.

Speaking on the occasion, Radeshwer Davar, Country Manager, India, at New Balance, said: “Our new store in Hyderabad symbolizes more than just a retail space. It’s a testament to our commitment to bringing the New Balance experience closer to our customers.” When asked why Hyderabad was specially chosen, he replied, “Hyderabad, with its dynamic blend of modernity and tradition, stood out as the key city to expand our footprint in India. The vibrant and active lifestyle of the people aligns with our brand ethos seamlessly. We want to welcome patrons to discover New Balance and immerse themselves in the spirit of sport, performance, and culture.”

The Boston-based brand has been in a sort of resurgence over the past few years, famously rising to mainstream sneaker culture popularity with its range of “dad sneakers,” thanks to the direction of Teddy Santis, who was appointed as the Creative Director of New Balance's sneaker line back in 2021. Santis is known for his distinctive visual language, which can be best described as minimalism meeting 90s nostalgia. This can be seen prominently in the work he has done with his brand, Aimé Leon Dore.

It was during the initial collaboration with ALD that the New Balance sneakers became a huge cultural phenomenon, thanks to their classic 70s and 80s styling but with hues of 90s visual aesthetics. The same treatment was also subtly seen on the range showcased in the Hyderabad store, with the new models of the 1080, 550, 327, and 9060. Apart from the sneakers, the apparel giant also showcased its new range of athleisure wear, again in the hues of pink, white, and black. Moving forward, as a part of its expansion, the American brand will be opening its next store in Pune.