As part of Isetan Shinjuku's strategy to strengthen its "experiences"—people, things, and experiences—the women's and men's sports departments, previously split between the main building and the men's building, have been consolidated and relocated to the second floor of Isetan Park City 5 (3-14-20 Shinjuku, Shinjuku-ku, Tokyo). The renovations began on April 10th.
The new store's concept is to establish an "Isetan Sports Gate" that fully satisfies four interests through sports: "physical fulfillment," "mental satisfaction," "improvement of knowledge," and "new experiences." The store supports the sports scene 24 hours a day, focusing not only on the "exercise" aspect of sports, but also on the "preparation, maintenance," and "showing off results" that come before and after.
The "experiences" aspect, which are being strengthened this time, includes regular training lectures by sports trainers and small-group experiential events featuring famous athletes. On June 21st and 22nd, a Nordic walking tour will be held in Oze, Fukushima Prefecture, featuring former Nordic combined skier Tsuguharu Ogiwara. The remodeling has increased the store's floor space by 30%. The expanded space now offers a selection of "Mountain Girl" and "Run Girl" merchandise, previously reserved for the "Mountain Girl" and "Run Girl" categories. Other merchandise on sale include fitness wear, training machines, and bicycles. Items designed for non-sports activities, such as "VENEX," recovery wear for post-exercise relaxation or sleep, are also available. Furthermore, a new, independently curated sales area has been created, showcasing seasonal sports from a fresh perspective. The first offering is based on the original concept of "town cruising," a stylish way to enjoy cycling and walking. The men's lineup has been particularly strengthened, with the introduction of popular new brands such as "MTR CWX," a collaboration between designer Eiichi Izumi's "MINOTAUR" and Wacoal's functional conditioning wear brand "CW-X" that debuted in Spring/Summer 2013, and "PUMA by Mihara Yasuhiro."
The remodeling is currently underway, with the expansion of swimwear, which will peak in mid-July. A healthy cafe will also be introduced on July 31st, marking the grand opening.
