New Balance’s 120th anniversary activation in Shanghai was as much a reflection of the current market as it was a brand celebration.

At a time when many global brands are struggling to re-anchor amid rapidly shifting consumer preferences, the response has increasingly been a return to core identity. Heritage, craftsmanship, and hero products are back at the center of brand storytelling.

New Balance’s IAPM exhibition leaned heavily into this approach. The MADE series, archival silhouettes, and cushioning innovation timeline functioned less as celebration and more as proof of authenticity and continuity.

The activation also tapped directly into another major China consumer trend: nostalgia. Across fashion, sport, and lifestyle, retrospective storytelling is currently carrying significant commercial and cultural weight.

Overall, the execution felt well calibrated for where the market is today — immersive, tactile, heritage-driven, and built around recognizable product anchors rather than abstract brand messaging.