A New Form of Running Community Presented by New Balance and “Super Sports Xebio LaLaport Toyosu.”

A new form of running community presented by New Balance and “Super Sports Xebio LaLaport Toyosu.”

On Monday, July 20 (a national holiday), a special event called “FLY for JOY” was held in Toyosu under the blazing midsummer sun, bringing together buyers of New Balance’s “FuelCell Flite-R” running shoes. This marked the launch of a new running community—far more than just a one-time running event. Here’s our report on the day’s events, where sweat, smiles, and a clear purpose came together.

Photo by Kippei Ogata

Text_Shinri Kobayashi

Edit_Amane Yasuda

A New Running Community, "FLY," Has Been Launched!

On a midsummer evening, at the shopping mall housing the “Super Sports Xebio LaLaport Toyosu” store “Urban Dock LaLaport Toyosu,” where the “Super Sports Xebio LaLaport Toyosu” store is located. Their purpose was to participate in “FLY for JOY,” a special event featuring New Balance’s latest shoe, the “FuelCell Flite-R.”

The running session at the start of the event was led by Yoshiki (TKD PROJECT) and Aiko, a couple of hugely popular running influencers.

Thanks to the two hosts’ lighthearted banter, the atmosphere was casual, but when it came to running, everyone’s expressions were utterly serious. That’s because the purpose of this event was for each participant to rethink the theme “I run for □” and discover the joy that lies beyond running. Rather than simply covering distance aimlessly, clearly defining the purpose—or “goal”—of “why you run” transforms a grueling workout into an enjoyable experience. That is the message embodied in the “FuelCell Flite-R.”

It’s perfectly fine for everyone to have their own reasons for running. “I want to break four hours,” “I want to build up my stamina for the summer,” “I want to look good in my favorite clothes.” Whatever your reason, having a goal is the first step toward making running a habit.

The day’s course started in front of the “Super Sports Xebio LaLaport Toyosu” store, passed through Toyosu Gururi Park—where runners could feel the sea breeze—and continued on to the BBQ venue, “WILD MAGIC,” the BBQ venue. Amid the sweltering heat of 33 degrees Celsius, runners—wearing colorful promotional T-shirts that matched the color of their shoes—ran at their own pace while enjoying the waterfront scenery.