O2's ICON Outlet strikes new site opening for popular sportswear brand

The O2’s ICON Outlet has signed for the opening of a new site for performance wear brand New Balance.

The brand is set to take 2,700 sq ft of space and is due to open this month. New Balance will be opening its store on the lower level of ICON Outlet.

Renowned for its blend of function and fashion among its products - specifically its trainers for style and performance technology - the brand is set to stock its full range of footwear and clothing for men and women at ICON Outlet.

Speaking on behalf of AEG and Crosstree, Marion Dillon, leasing director for ICON Outlet, said: “Activewear is a trend-led category that attracts high volumes of diverse consumers, so we are pleased to announce New Balance is joining our line-up at ICON Outlet alongside top sportswear brands Nike, adidas and Asics.

“We are committed to delivering a premium offer of trusted and popular UK and global brands.

“Since launching we have signed a broad range of retailers putting us firmly on the map as the premium London destination in which brands want to be, and where the strong retail offer is complemented by The O2, the world’s number one entertainment venue, seamlessly integrating retail with music and leisure.”

The announcement of New Balance follows a series of new openings for ICON Outlet including sportswear giants Nike and adidas.

Butcher and The Farmer’s debut site in London is due to open in November at The O2 and will join over 30 bars and restaurants currently available, including the recently opened American vegan brand by CHLOE.

CBRE and CWM are the retail leasing agents for ICON Outlet.