[Left] Hideaki Makino
BEAMS Creative, Business Development Department; also a store associate at BEAMS SPORTS. He has been a long-time runner and is involved in activities that bridge sports and fashion. Within the BEAMS SPORTS business, he provides support for product buying.
[Center] Hiroshi Shitara
President and CEO of BEAMS. A leader who has guided BEAMS—which celebrated its 50th anniversary this year—for many years. He is scheduled to step down as president in April 2027.
[Right] Motoki Yoshikawa
Label Director for BEAMS Men's Casual. Within the BEAMS Sports division, he is responsible for product and brand selection, as well as product development.
Building a community through sports.
――BEAMS SPORT launched in 2021. About five years later, its first brick-and-mortar store opened. Why did you choose this particular timing?
Shitara: Ever since we launched , I’ve wanted to open a brick-and-mortar store someday. From the very beginning, what I wanted to achieve with was to build a community through sports—a place where people with shared interests could come together and have fun. I’ve always wanted to create a physical space for that purpose, and now that dream has finally come true.
――Why did you choose Meiji Park as the location?
Shitara: This place brings together people who play sports, people who watch them, and those involved in all kinds of sports. Plus, the National Stadium is right next door. Unlike typical commercial facilities, this location wasn’t chosen based solely on foot traffic. We want to serve as a hub that connects the community that’s already here.
――"BEAMS" has always spanned various cultural fields—not just fashion, but also music, art, and more. Given that, why do you consider sports to be such an important theme right now?
Shitara: I think the fact that society as a whole has become more wellness-oriented is significant. People aren’t just focused on looking stylish—they’re paying attention to their bodies, their health, their hobbies, and their friends. Moreover, I believe that the more digital technology—such as AI and social media—advances, the more people will seek out warm, real-life connections. That’s why I feel this is a once-in-a-lifetime opportunity.
――Is sports a part of your daily life, Mr. Shitara?
Shitara: I used to surf, and now I do SUP and golf. I also practice breathing exercises and meditation to stay healthy. The fashion world moves so fast that I really need some time to chill out—or rather, to reflect on myself.
――"BEAMS" celebrated its 50th anniversary this year. What kind of relationship has the brand had with sports over the years?
Shitara: Ever since its inception in 1976, “BEAMS” has been wearing mountain parkas on the street and sporting athletic shoes as fashion statements. While it may seem commonplace today, incorporating sports-inspired items into everyday life is something we’ve been doing for 50 years. When you think about it that way, I believe that “BEAMS SPORTS” didn’t just appear out of nowhere—it’s a natural extension of that legacy.
