New Balance Beckons Brick-and-Mortar Shoppers

New Balance (Boston) is bucking the trend of driving e-commerce sales with its new mini red carpet events meant to lure customers into stores.

The running shoe company will kick off the red carpet events in 50 specialty running stores on Thursday to show off a video experience that will help launch the new 880v4 athletic running shoe, which is only available at certain brick-and-mortar retailers, reports AdWeek.

Participating retailers include Marathon Sports in Boston, Fit Right Northwest in Portland, Ore., and Runner’s Edge in Farmingdale, NY, among others.

At 7 p.m. ET on Thursday, shoppers will be able to watch a live Q&A video promoting the new shoe. During the live broadcast, two New Balance executives will address questions and other related topics on the brand and the shoe’s selling points.