On the 3rd, sneaker select shop atmos opened the first store of its new format, "Sports Lab by atmos," located at Shinjuku South Avenue 1F, 4-1-1 Shinjuku, Shinjuku-ku, Tokyo. Business hours are from 11:00 AM to 9:00 PM. Based on the concept of "sports casual," the store primarily carries Nike Sportswear footwear and apparel, as well as The North Face Purple Label, HEAD PORTER bags, Lily Brown apparel and bags, and retaW lifestyle goods. To commemorate the opening, three new Nike models will be on sale. 360 pairs of Nike sneakers are displayed on an entire wall at the back of the store, offering a larger selection than Nike stores. Also, taking into consideration its location across from Shinjuku Takashimaya, the store will also carry kids' shoes, aiming to attract families.

The mannequins lined up in the store suggest sneaker styles. Director Kojima Hirofumi says, "We're seeing an increasing number of couples walking around in the same sneakers, and incorporating sneakers into outfits on the streets. We were conscious of creating a display that would inspire customers to style themselves. Shinjuku is a highly competitive area. With so many visitors, everywhere is crowded and there's no place to sit. We're opening a cafe on the second floor of our store, so we want to encourage customers to move around. In the future, we're also considering opening stores in commercial facilities such as Lumine and Shibuya Hikarie, as well as opening a women's-only store."