New Balance debuts India's first New Retail Concept store at DLF Mall of India, Noida
Launched during Grey Days 2026 with ambassadors Janhvi Kapoor and Pat Cummins, the concept store fuses performance and lifestyle ranges with immersive brand storytelling — signaling New Balance's deeper bet on experiential retail in India's premium mall corridor.
What happened
New Balance opened its first New Retail Concept store in India at DLF Mall of India, Noida, during Grey Days 2026, unveiled with ambassadors Janhvi Kapoor and
Why this matters
Watch for follow-on India real estate deals, ambassador renewals around Janhvi Kapoor and Pat Cummins, and potential local partnerships on apparel or D2C tech to scale the New Retail Concept beyond Noida.