Swedish brand Craft, part of New Wave Group, has opened its first standalone shop New York. Timed with the New York Marathon, Craft opens up a pop-up store at 437 Broadway.
The pop-up store will focus on limited-edition running products and will also holst running events from Oct. 25 through marathon day, Nov. 5. The opening of the store premiered with the launch of Craft’s most advanced running shoe – the Kype Pro. The ultralight running shoe holds an ultra-lightweight carbon plate from Arris Composites for maximized propulsion, a breathable upper for ultimate support, and ultra-responsive Pebax foam.
The shop will also offer limited-edition products available exclusively in New York, including Craft’s Elite Run Team kits, bio-based technical running gear and Craft X NYC pieces.
The Scandinavian-inspired store design “will reflect Craft’s commitment to minimalism, functionality and style.”
“The energy and passion of the NYC endurance sports community have always inspired us, and we see this as a fantastic opportunity to connect with such a vibrant group of athletes, said Jake Rawson, CEO at Craft Sportswear USA. “We can’t wait to introduce the Kype, our latest super shoe, designed for runners who push their limits, just like we do at Craft. We look forward to sharing this experience with everyone and seeing how it unfolds alongside this amazing community.”
The world’s most well-known marathon has become a platform for a few brands. On Running recently opened up a running store, inspired by the company’s anticipation of the upcoming marathon festivities in November.
