SEEK And New Balance Open A Convenience Store To Launch These New Kicks

New Balance 247 Classic launches in a convenience store.

BY JANIE CAI | Mar 3, 2017 | Shoes

The latest New Balance 247 Classic on display at SEEK


You might have missed out on the New Balance 247 Luxe line that launched earlier this year but fans of the Boston-based athletics brand have something new to add to your list—say hello to the New Balance 247 Classic. 


With a total of seven colourways in evergreen tones like white, black and navy (with a very covetable light grey with neon green accents in the women’s range…we promise not to tell), the new launch meets the demands of urbanites who want a performance-inspired technical look, fit and feel for everyday wear. 


Three colours from the New Balance 247 Classic men's collection.



And if that’s not enough to get you hooked, SEEK and New Balance 247 Classic have teamed up to open their very own shop-in-a-store 247 convenience stop—a pop-up tongue-in-cheek celebration of the sneaker's easy style and effortless comfort, all to celebrate the launch that kicks off nationwide today. 


The well-stocked magazine rack at the New Balance X SEEK 247 convenience store.




Jay Gray, Monkey Shoulder brand ambassador for Singapore, mans the bar at the New Balance X SEEK 247 pop-up. 



If you’re experiencing major #FOMO because you’ve missed out on yet another drop and want to get in on the fun before everyone else, then this might also be a good time to get in on Seek Anonymous, which also just launched. A sneaker-social program by SEEK for sneaker-heads and athleisure fans alike, it’s a platform where members get special previews to new sneaker launches and SEEK events even before they are opened to the public. If you're always bummed about not finding your size or missing out on the hype, then this might just be your new favourite (sneaker) fan club – just accumulate SGD200 spend in two receipts within a month and you'll enjoy member privileges for a year.


The New Balance 247 Classic collection is located at SEEK ION Orchard #B4-23/24.