It's not just a place for people who "DO."
――What kind of place would you like to develop this into in the future?
Shitara: Meiji Park itself hosts a variety of sporting events, and there are also hot spring facilities on the grounds. I think it would be interesting to work together with these venues to create a movement that encompasses the entire area.
Makino: Of course, I’d love to go on a group run. But I don’t think sports are just about “doing” things.
――So you mean sports, including watching them?
Makino: That's right. At , we have a philosophy called "& ENJOY," and we don't target only runners or competitive athletes. Some people enjoy watching sports, while others love gear. We believe it's perfectly fine for everyone to enjoy sports in their own way.
――Since there’s a café on the premises, it seems like a great fit for events.
Makino: There’s a big screen, so it would be great for sports fans to get together and watch a game. It could also serve as a meeting point for group runs, or we could host something like a gear market. Since there’s plenty of space, there are lots of ways we could use it.
Yoshikawa: From a product perspective, I want to make this a place where customers discover something new every time they visit—a place where they think, “They have things you don’t find at regular sports stores” or “If I go there, I’m sure to find something interesting.” To keep delivering surprises and enjoyment, I want to constantly update our product lineup.
――In other words, it's not just a store for shopping.
Shitara: That's right. During the COVID-19 pandemic, there was a time when stores and offices were closed, and I couldn't meet anyone. It was then that I realized anew just how important it is to want to see my friends and do things together with them.
At “BEAMS,” we hope to continue being a “community brand.” Whether it’s family, coworkers, friends, or sports teammates—wherever people who share the same interests gather, there is happiness. Sports, in particular, have a powerful ability to bring together people of different ages and professions. We want to make a place where such people can meet and connect.
