New Balance Japan opened the New Balance Beta Stadium (NB BETA STADIUM) in Harajuku, Tokyo, for a limited time from November 2nd to 23rd. Based on New Balance's brand platform "ALWAYS IN BETA," the stadium is a new concept designed to allow people to incorporate sports into their daily lives and experience how their bodies move and react. Located at the intersection of Takeshita Street in Harajuku, participation fees and shoe rentals are free, making it a convenient spot to drop by while shopping and enjoy a sporty experience. From November 2nd to 8th, running will be followed by football and baseball, with different competitions scheduled each week. Activities include strikeouts, kick target, running events, yoga classes, a virtual tennis game where people can try out high-speed serves, and soccer-related game tournaments. The brand's latest collection will be displayed in a container inside the stadium, and visitors will be able to try on shoes. During the event, the "NB BETA STADIUM SNAP Contest" will be held, a snap event open to those wearing the brand's shoes. The winner will receive a New Balance product. A cafe will be open on weekends and holidays during the event, allowing visitors to bring in food and drinks and enjoy the park-like atmosphere.
Harajuku was chosen for the facility's opening because it is the birthplace of fashion and culture not only for Tokyo but also for Asia and the global community, and is an important location for the "sneaker" culture that is now synonymous with New Balance. Due to the planned construction of a new building, the facility will only be open for three weeks. Targeting teenagers coming from the Takeshita exit of JR Harajuku Station and fashion-conscious people walking along Meiji Dori, the facility will evoke a sports-themed experience in the heart of fashion, aiming to inspire the discerning crowds who flock to the area. At a press conference held on the 2nd, Tomoo Tomita, President and CEO of New Balance Japan, said, "Due to the recent boom in sneakers in Japan, New Balance is strongly associated with sneakers, but our goal is to become the third largest athletic brand in the world. While running is our largest market share, we are gradually expanding into other sports categories, including tennis, soccer, and baseball, and are pursuing contracts with major clubs and top athletes from around the world. As part of this, this facility was created with the desire to support athletes. We hope that visitors will enjoy sports in an open space with artificial turf in the fashion mecca of Harajuku. We have also installed LED lights, so we hope that people will also take note of the nighttime illumination." Triathlete Ai Ueda, a contracted athlete, also attended the event, and a new athlete contract was announced for marathon runner Koji Gogaya.
