What is ABZORB? We asked the "inside man" what ABZORB is.
Huynem: To begin with, what kind of technology is ABZORB?
Kojima: Well, I have a rough idea, but it may be difficult to explain in detail. That is why we have invited a special guest today. This is Ms. Natsuko Kayo of New Balance Japan.
PROFILE
New Balance Japan Merchandiser. joined the company in 2015. After working in sales, he has been in his current position since 2021. He is responsible for product configuration and special order planning for the lifestyle category.
Jiayo: Hello. I am Jiayo from New Balance Japan. I am in charge of merchandising for the lifestyle category.
Kojima: To begin with, what is ABZORB?
Kayo: Simply put, it is New Balance's proprietary shock-absorbing material, which has supported many models, mainly running shoes, since its introduction in 1993.
Kojima: What are the functional features?
Kayo: Efficiently absorbs the impact of landing and provides a comfortable fit. This technology provides "less fatigue" when running for long periods of time or walking on a daily basis.
Kojima: So what about ABZORB SBS?
Kayo: This is an improved version of ABZORB with enhanced rebound and durability. It does not sink in too much, but returns the rebound firmly, providing both "stability" and "propulsive force.
ABZORB 2010" has ABZORB SBS on the heel
ABZORB 2000" is equipped with full-length ABZORB SBS
Kojima：What is your aim in incorporating technologies such as ABZORB and ABZORB SBS into lifestyle models?
Jianyang: The most important thing is comfort. It is not as lightweight as the latest running forms, but it is more stable and durable. In other words, "reliable technology. The two new models combine ABZORB and ABZORB SBS, achieving a balance of cushioning and stability.
Kojima：That's true. When I actually try on the ABZORB 2010 and ABZORB 2000, I can feel that they are less tiring.
Huynem: By the way, why "ABZORB" in the model name?
Kayo: This is because there is a growing trend to find value in the function itself. ABZORB is not just a name for a material, but it embodies comfort, durability, and reliability.
Kojima: I see. I will study it.
Huynh Nam: By the way, New Balance continues to work with ATMOS in various ways, not limited to this model. What are your aims?
Kayo: "ATMOS" is an important presence in the global distribution of Japanese sneaker culture. It is great that they can reach a different street-level audience than the traditional fans. The fusion of craftsmanship and culture is creating new value.
Kojima：We are always conscious of being challenging, and the ABZORB series should expand in that vein.
Huynh Nam: Finally, what is your outlook for the future?
Kayo: ABZORB will continue to expand as a series. It has the flexibility to expand both classically and futuristically, and should become a pillar of the brand in the long term.
Kojima：I hope the ABZORB series will take root in the scene as a "new classic. I think the ABZORB series is a model that symbolizes a new era for New Balance, both in terms of comfort and design.
