New Balance doubles down on running culture with first SEA Run Hub in KLCC

New Balance has officially opened its first Run Hub in Southeast Asia at Suria KLCC, introducing a new community-led retail concept designed to support and grow the running culture in Malaysia. Positioned as both a performance hub and a social space, the Run Hub aims to make running more accessible, personalised and community-driven in the heart of Kuala Lumpur.

The launch follows previous Run Hub openings in Japan and China. For the Southeast Asian market, the brand is positioning the KLCC hub as a local landmark for runners of all levels, from daily joggers at KLCC Park to committed marathoners seeking personalised training support.

“We are proud to bring this concept to Malaysia, a country rich in diversity and passion, and to Kuala Lumpur, a city whose running community continues to thrive,” said Brittany Melrose, regional head of running and sports marketing, APAC and MEAI at New Balance. She added that the hub is intended to encourage runners to push their limits while maintaining their own pace and identity.

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The Run Hub has been designed as a space that runners can use before, during or after their sessions. Runners are able to store their bags, loan selected New Balance performance footwear for on-ground trials, or receive personalised fitting support through a 3D foot scanning system that provides insight into stride and pressure points. In-store specialists then recommend suitable shoe models based on the scan results.

The space is intentionally open and social, reflecting New Balance’s ongoing push to build running communities rather than frame running solely around performance. The brand is signalling a move toward sustained engagement, rather than episodic retail experiences.

To mark the opening, New Balance is running a two-week activation programme from 1 to 16 November 2025. Activities include group community runs, a digital avatar creation station and a range of reward-based experiences. Visitors can earn beverages or ice bar treats through participation, or receive merchandise and accessories through gift-with-purchase tiers.

The programming is designed to encourage repeated visits and social shares, positioning the Run Hub as a living community space. It also supports retention among existing runners while offering an easy entry point for beginners exploring the sport.

Following the launch period, the hub will offer ongoing services including complimentary bag storage, daily shoe trials and continuous access to 3D foot scanning and fitting support. The brand is positioning these always-available services as the core value of the hub, rather than one-off opening activities.

The Run Hub also serves as the preview location for the Fresh Foam X 1080v15, which features the new Infinitiōn midsole foam for increased cushioning and energy return. The shoe will be previewed at the hub from 3 November ahead of its official Southeast Asia retail launch in January 2026.

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