Things you won't find at a typical sports store.
――At launch, you’re focusing on running, trail running, and basketball as your priority categories, aren’t you?
Yoshikawa: First of all, I think running and trail running are categories that easily bridge the gap between sports and everyday life. While they’re meant for actual running, they’re also easy to incorporate into everyday outfits. Starting from there, I’d like to expand into other sports in the future.
――Looking around the store, the selection of brands is completely different from what you’d find at a typical large specialty sports store. What criteria do you use to select the brands?
Yoshikawa: That’s where “BEAMS”’s overseas network really comes into play. Our introduction to R.A.D. RUNNING—which is making its debut in Japan—also began when an acquaintance in London told me, “There’s a great brand that hasn’t made it to Japan yet.” I believe that discovering brands through personal connections is one of BEAMS’ greatest strengths.
――Have you seen different cultures firsthand while traveling abroad, and are there things you’ve brought back with you?
Makino: We do. There’s no point in just doing the same things you’d find on the shelves at a typical sports store, so some of the items we carry are chosen with the mindset of, “Hey, you can actually run in these!” or “You can actually go hiking in these!” We stock items that are interesting not just for their functionality, but also from a fashion perspective.
――Another distinctive feature of this store is that it carries vintage sportswear.
Yoshikawa: I think that’s another aspect that’s typical of “BEAMS.” We can’t win by doing the same things as specialty sports stores or our competitors. So, when I think about what “BEAMS” does best, it’s about culture, storytelling, and curating the context behind products to present them to customers.
――It’s also symbolic to see ’90s sports T-shirts displayed right next to the latest performance wear.
Yoshikawa: For example, sometimes it looks cooler to mix in a vintage T-shirt while running, rather than just wearing the latest running gear. We’re seeing more and more runners like that overseas. I think it’s something only “BEAMS” can do—combining sports functionality with vintage fashion culture.
Makino: It’s not like a specialty sports store, nor is it just a fashion shop. I’d like to make it a place where people can freely move between those two worlds.
