by The Shoe AddictsUpdated February 6, 2017. Logo updates plus added commentary.
Chris Ladd is the VP of Consumer Experience for New Balance. Chris and his team have been developing flagship NB running stores around the world. I was fascinated speaking with Chris about the NB flagship in Seoul. Managing the experience, and reaching the consumer cultures that are key to NB’s continued success means that Mr. Ladd has to use his keen observation skills to fine tune the flagship stores around the globe.
Chris Ladd, VP of Consumer Experience, New Balance
One does not think, unless prompted, about the behind the scene decisions on making a run specialty store more comfortable, more welcoming and more fascinating for the runner. Flagship stores happen in all brands, and much discussion goes into them. Think of a store like NB RunHuB as high end fashion is to daily fashion. In NB RunHub, the experience, and the ability to experience are key. Runners from around the world venture into the famous NYRR RunCenter, then they look in the NB RunHub and see unique products from New Balance. It is truly a running consumer lab in the busiest city in the world. Watching Chris Ladd observing in the RunHub, one thinks that Mr. Ladd is considering the next innovation for the RunHub, living the NB mantra, “#always in beta.” (Updated February 6, 2017).
The NB RunHub in New York is located in NYRR Run Center. The Shoe Addicts and RunBlogRun were at the Run Center on January 11. This interview was recorded by the Shoe Addicts, the digital partners of RunBlogRun in the NB RunHub. We thanks Chris Ladd for his time and and Mary Lawton for putting the interviews together for us.
