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News Of A sneaker peek inside of New Balance’s new digs

New Balance’s first U.S. flagship store opens tomorrow in Boston — one of six the Hub-based athletic footwear and clothing brand is 
debuting globally this year.

The 6,566-square-foot Brighton store at 140 Guest St., next to the company’s new corporate headquarters, dives deeper into New Balance’s product categories than other stores.

It carries baseball and soccer cleats and clothing, New Balance’s Numeric premium skate line sneakers, tennis gear and a large selection of limited-distribution “made in USA” and “made in UK” sneakers. About 35 percent of the store is dedicated to New Balance’s main running franchise, with “better and best” sneakers represented.

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“We have an incredible representation of running and most of our product segments that other stores don’t have,” said Stephanie Smith, New Balance’s vice president of North America retail. “The product here is going to change very quickly. We’re going to have new product flows every four to six weeks.”

The center of the store features a “Made.Boston” demonstration and shoe assembly area that promotes New Balance’s domestic manufacturing. “Shoe ambassadors” inside a cylindrical, glass-walled room demonstrate how sneaker uppers — which are assembled and sewn in New Balance’s Lawrence factory — are attached to the soles of limited-edition 574 sneakers. Customers can choose their size and from three color schemes, and watch as their 574s are made while they wait.

“You can’t get them anywhere else in the country,” Smith said. “We did unique colors just for this store.”

The store also has NB1 customization bars, where customers can use iPads to design their own 574, 998 or 990v3 shoes that are made in Lawrence and shipped in seven to 10 business days.

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New Balance will have 70 corporate-owned stores — flagship stores, smaller-footprint “experience” and “life” stores, and factory/outlet stores — by year’s end. Its first flagship store opened in Seoul, South Korea, this year and additional flagships will follow in San Francisco, Milan, Toyko and London. There are also 160 licensed New Balance stores in North America.

The store sits amid New Balance’s Boston Landing complex, a 15-acre, mixed-used project under development by NB Development Group that will include new training and practice facilities for the Boston Bruins and Boston Celtics, office, lab, retail and restaurant space, 295 residential units, a sports complex with a track and field component, and an approximately 175-room boutique hotel.