There’s a new kid on the block at Icon Outlet at The O2. This Autumn, we’re excited to announce the signing of performance wears brand New Balance. The globally recognised American footwear and apparel brand are opening its doors on the lower level, on 17 October.

If your motivation is slipping as the days get shorter, then this is your remedy. Nothing gets you moving again like slick new workout wear. Now you can tackle your workouts with confidence in performance running shoes and stylish athletic apparel.

Founded in 1906, in Boston, Massachusetts, the brand has cleverly managed to keep performance at the heart of their product, whilst also staying relevant in a fast-moving world.

It’s been a big year for the global super brand, announcing explosive partnerships with young stars including Cori “Coco” Gauff, the US teen who stole the show at this year’s Wimbledon at the age of 15.

From centre court to centre stage, the brand has also hooked up with young sports stars and musicians including American rapper and singer-songwriter, Jaden Smith, son of the legendary Will Smith, for their Runs in the Family campaign. Check out the video below.



Renowned for its blend of function and fashion among its products, specifically its trainers in which performance technology meets style; the brand will stock their full range of footwear for training, walking, hiking and working, as well as shirts, jackets, hoodies, sweatshirts, shorts, and sweatpants for both men and women at ICON Outlet.

The announcement of New Balance follows a series of new openings for Icon Outlet including sportswear giants Nike and Adidas. Make sure you plan a visit to Icon Outlet at The O2 for all of your activewear needs.


New Balance opens at 17th of October at ICON at the O2