"INNOVATION OF BLACK," a limited-time pop-up store themed around the New Zealand rugby team, the "ALL BLACKS," has been open since September 18th at The Stage on the first floor of the main building of Isetan Shinjuku. It will run until the 24th.


This pop-up store, themed "ALL BLACKS" in preparation for the rugby festival being held in Japan, has been developed as a new information hub that combines sports and fashion. Within a space based on black, the pride of the team is expressed in a locker room-like setting.




The venue will exhibit and sell various items, including official uniforms and limited-edition merchandise designed by Y-3. Starting on September 18, the opening day, adidas' Predator Y-3 rugby cleats, limited to 1,000 pairs worldwide (¥30,000), will be available at this pop-up store, the adidas online shop, and the adidas Brand Core Store Shibuya. The breathable and stretchy knit upper keeps the inside of the shoe comfortable while providing a secure fit. The lightweight outsole enhances player speed, and the rubber-padded toe detailing supports pinpoint kicking accuracy.

"Y-3 Limited Edition Box" (65,000 yen)
Y-3 has also released a capsule collection celebrating "ALL BLACKS." The "Y-3 Limited Edition Box" (65,000 yen), a collector's box set containing an exclusive version of the "All Blacks" uniform and the "Y-3 Raito Racer" shoes, which feature a clean, streamlined design and one-piece construction, will go on sale from September 21st. The graphics feature "Fukuneko," a fictional cat that brings happiness and prosperity, newly designed by Y-3 and inspired by "Kaitiaki," the Maori guardian deity. The collection will be available at three stores: this pop-up store, Y3 Omotesando Hills, and GR8, with a limited run of 300 pieces worldwide.


In addition, one piece from the "ROSE" artwork created by Noritake Kinashi will be exhibited exclusively at the "ALL BLACKS" themed art project "Creators Unite (#CreatorsUnite)," which was announced on September 14th.



This project is an unprecedented art project for a rugby festival held in Japan, brought together by a collaboration between three creative parties: adidas, the creator sports brand; ALL BLACKS, a team that always captivates people around the world with their creative play; and creators active both in Japan and abroad. In addition to Noritake Kinashi, a wide range of creators active in various fields such as illustration, calligraphy, graffiti and modern art have come together to produce visuals based on the theme of "ALL BLACKS." The collision of each party's creativity has resulted in a number of "unexpected" artworks that will be shared around the world.