Running footwear and apparel brand New Balance will open its first ever “Experience store” on Qianmen Avenue in Beijing tomorrow.

The two-level, 2000-sq.-foot unit promises to bring to life its century-long heritage amid one of Beijing’s historical locations.

Crafted with worn and textured materials, the brand’s first level is dedicated to New Balance’s rich history and is complete with framed archival logos, New Balance ads, and various paraphernalia dating as far back as 1910.

A brand DNA ribbon will also extend from the first floor entrance to the second floor, which pays homage to New Balance’s signature gray while introducing the brand’s most technologically advanced products.

“We are excited about this new store model that pays tribute to our heritage, celebrates our innovation and sets a new standard of retail excellence within the global marketplace,” said Rob DeMartini, Chief Executive and President, who is expected to inaugurate the store with Global Executive Vice President of International Alan Hed, Regional General Manager Darren Tucker, and China General Manager Michael Wellman.

The brand will also celebrate its opening with a '60s-style American carnival along Qianmen Avenue, featuring games related to New Balance’s running DNA, foot width measuring activities and treadmill challenges, as well as various prizes, including limited edition T-shirts. New Balance will also kick off its “Total Fit Campaign” aimed at the Chinese market and based on healthy running and foot care concepts and inspirational stories from runners all around China. The company plans to select 88 of the most inspiring runners to later participate in an international marathon in Hong Kong.