New Balance, which celebrates its 110th anniversary in 2016, held the exhibition "NB 110 REINVENT" in Tokyo.

Through digital installations, archive sneakers, and displays of the latest works, the exhibition expressed New Balance's brand identity, which has evolved over its 110-year history and continues to evolve while respecting that history. A preview for the media and a talk session with development staff were held on the 19th. At the opening ceremony, Shinichi Kubota, General Manager of Global Lifestyle New Balance, said, "I would like to communicate our future direction and the type of products we will be developing under the theme of REINVENT. While the fact that new technologies and developments often end up looking similar is part of the brand's character, we want to create new product lines and designs to avoid becoming too rigid. In particular, the city of Tokyo and Asia, which we focus on in the products we develop as part of the 'Tokyo Design Studio' within New Balance, are significant in both quality and quantity. We want to continue to create products and brands that can lead the market." Based on the theme of "REINVENT," New Balance's 2016 lineup will focus on hybrid shoes that combine classic design with the latest technology. New products based on the concept of "TOKYO" will also be released by the 'Tokyo Design Studio,' which develops new concepts and designs with the aim of promoting New Balance from Tokyo to the world. Symbolizing the "REINVENT" theme, a digital installation at the entrance to the venue featured graphics that changed with the movement of people, representing both the historic past and the ever-evolving future. The shoe depicted immediately upon ascending the stairs was a classic model, which transformed into a cutting-edge design fusing fashion and sport when viewed from the other side. The latest sneaker models on display included a hybrid model based on the '90s classic 530, featuring the VAZEE high-performance technology platform; a 580 model with a single leather upper for a modern look; and a lifestyle update of the VAZEE performance running shoe. Also unveiled was a reimagined "TOKYO" model based on the 1600 model. Inspired by Tokyo's lifestyle scene, this premium shoe combines classic and innovative elements, combining a sublimated version of the 1600's one-piece midsole with a premium leather upper.

Tetsuya Masanobu, Senior Category Manager of the Global Business Unit at New Balance, who spoke with Shuku Moriya, Design Manager of New Balance Tokyo Design Studio, during the talk session, revealed about collaborations with other fashion brands, "There are plans. Details are not yet public, but we are planning collaborations not only in Japan but also in Europe and America, so please look forward to it."