New Balance opens Tokyo concept store

Located in Roppongi in Tokyo’s Midtown area, the store is named after the area it is situated – Roppongi, and the year 1906, when New Balance was born. Written as ‘19: 06’, the motif is meant to look like a digital clock to express the American footwear firm’s 111-year history and how it has modernised.

Inside, the store features warm wood panelling to create a ‘stadium’ atmosphere, and industrial concrete material construction to reflect the ‘coexistence of sports and lifestyle,’ according to the brand in a press release.

The Roppongi 19:06 store will also offer state-of-the-art apparel and footwear, with a range of limited-edition and collaborative items.

This includes 44 pairs of the limited edition 3D-printed MS066 shoes will be available to purchase for ¥38,000 JPY (US$335 USD). Dubbed the “Zante Generate”, the running shoes were sold ahead of the Boston marathon last year and boast a shoe upper made of a high-quality Japanese-manufactured knit, with a portion of the sole 3D-printed.

A men’s and women’s Japanese Wholegarment apparel collection, made of an innovative seamless knit technology, will also be available at the store at a price range of ¥14,000 JPY to ¥20,000 JPY (US$123 to US$176).

According to New Balance, the brand manufactures 4 million U.S.-made pairs of sneakers per year. Since it was founded in Boston in 1906, New Balance has made it a priority to make a certain portion of its sneakers in the U.S., giving it a point of difference of American rival Nike.