Nothing flashy: Unpacking New Balance’s Cambodian debut

New Balance store at Aeon 1. Image by Michael Baker
New Balance store at Aeon 1. Image by Michael Baker
New Balance store at Aeon 3. Image by Michael Baker
New Balance store at Aeon 3. Image by Michael Baker
New Balance store at Aeon 3. Image by Michael Baker
New Balance store at Aeon 3. Image by Michael Baker
Li Ning store at Aeon 1. Image by Michael Baker
Li Ning store at Aeon 1. Image by Michael Baker
In developing countries, two retail segments are among the early thrivers when disposable income emerges: one is fast food; the other is athletic apparel and footwear. Funnily, they complement each other perfectly since fast food has a lot of calories and playing sport, especially running, is a good way to burn them off. Of course, that’s a coincidence: there are a lot of good reasons that athletic footwear companies like Nike, Adidas and Puma have been early movers into less-developed foreign

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