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New Balance Teams Up With New York Road Runners for Columbus Circle Store

The Flatiron store
The Flatiron store
Driely S.

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At a press conference in New Balance's Flatiron store yesterday, the sneaker brand announced its partnership with New York Road Runners, a ten-year agreement rumored to cost millions, according to WWD. First on the duo's docket? Building out a "hub for runners" near Columbus Circle.

The plans for this 7,000-square foot venue, replacing NYRR's previous headquarters on the Upper East Side, are already under construction, with hopes for the center to open next summer. The location (an address was not disclosed) will boast amenities such as classes, training programs, and a New Balance store that'll also hosts events. For every pair of shoes sold at the center, the company will donate a pair to a child in need in the surrounding boroughs.

In addition to the hub, New Balance is also ascending to the role of official sponsor for New York's major races, like the Bronx 10-Mile and the Fifth Avenue Mile, bumping previous partner Asics from the top spot amid its recent retail troubles; NYRR's partner switch isn't stemming from these matters, though. Asics will continue to sponsor the 2016 marathon before stepping down after 25 years.