New Balance marked its 120th anniversary in Shanghai with a limited time exhibition at IAPM Mall’s 1F atrium , using heritage rich storytelling, tactile displays and KOL Chen Xingxu to turn a milestone celebration into a sharp read on where China’s sneaker market is right now.
Anniversary Details In Shanghai The activation ran from April 29 to May 5, 2026 , inside the atrium of IAPM Mall on Huaihai Middle Road , one of Shanghai’s premier luxury and lifestyle destinations. Positioned as a “120th
Anniversary Limited Exhibition” , the space invited visitors to walk through the brand’s past and present, tying into New Balance’s broader Grey Day 2026 storytelling around craft and legacy.
Chinese actor Chen Xingxu served as the event’s key opinion leader, appearing at the opening and featuring in on site content and social coverage, which helped drive traffic and visibility among younger, fashion aware consumers.
Heritage As Proof, Not Just Decoration The exhibition leaned heavily into heritage, craftsmanship and core product , echoing a wider shift among global brands in China to “return to self” rather than chase every micro trend.
Central to the space were: p]:pt-0 [&>p]:mb-2 [&>p]:my-0"> The MADE series , highlighting US and UK crafted lines and the brand’s “century of craftsmanship” positioning. p]:pt-0 [&>p]:mb-2 [&>p]:my-0"> Archival silhouettes displayed as objects of record, tracing iconic running and lifestyle models over decades…
