[【My Buddy 996] The New Balance 996: A Constant Companion in Everyday Life. Yataro Matsuura (Essayist)

〈New Balance〉 has produced many iconic models, but among them, the “996” stands out as a timeless classic. Since its debut in 1988 as the third generation of the 900 series, it has continued to be loved across generations thanks to its timeless design and cutting-edge comfort, becoming a staple in the daily lives of people everywhere. Under the title “My Buddy 996,” ABC-MART has been visiting the homes of enthusiasts; as a spin-off of that series, Fuinam sat down with essayist Yataro Matsuura to hear his story. As he shared stories of his ordinary days and memories, we came to realize the appeal of both what remains constant and what changes—a theme he shares with the “996.”
ABC-MART Special Feature Page “My Buddy 996”

• Photo_Kanta Nakamura
• Movie_Kanta Nakamura & Yuki Yamazaki
• Text_Shogo Komatsu
• Edit_Kazuki Sakaguchi

Footwear to help you stay comfortable all day long.

—Please tell us about your everyday life. What is your daily routine like, Ms. Matsuura?

Matsuura:My daily schedule hardly ever changes. I wake up before 6:00 a.m. and have a light breakfast—every day, it’s two small rice balls and miso soup. Eating the same thing 365 days a year really helps me get my day started. After that, unless it’s raining really hard, I go for a run of about 15 km, and when I get back, I start working. For lunch, I eat the granola I make myself (Yataro’s Granola) and then get back to work. I have dinner at 5:00 p.m. That forms the foundation for the rhythm of my daily schedule. Then, I go for a one-hour walk around the neighborhood. That usually brings me home around 7:30 p.m., and I spend some quiet time before going to bed. I’ve been sticking to this unchanging daily rhythm for about 15 years now, and it keeps my mind and body in balance, allowing me to perform at my best in both my work and personal life. You could say that’s what makes up my precious daily routine.

—So your days are pretty much the same every day. And you’ve made running a daily habit—you even run 15 km.

Matsuura:For me, running isn’t anything special—it’s just as routine as eating, brushing my teeth, or taking a bath. I’ve been doing it for about 20 years now. When I tell people, “I run 15 km every day,” they’re always surprised, but to me, it’s no big deal. I don’t get tired, and I don’t get sore muscles.

—What kind of running shoes do you wear?

Matsuura:I mainly wear two pairs of New Balance shoes: the “Fresh Foam X 1080” and the “Fresh Foam X More.” This is just my personal theory, but I think that switching to different shoes every now and then—rather than wearing the same pair all the time—helps prevent my feet from getting used to one specific style. So, I alternate between them based on how they feel.

—Please tell us about how you first came across New Balance.

Matsuura:I lived in New York in my early 20s, and there was a “Foot Locker” right near the apartment on 73rd Street where I lived. That’s where I bought my New Balance shoes. I remember there being a lot of stores in New York that really valued New Balance.

—Has your impression of New Balance changed between then and now?

Matsuura:They haven’t changed—in a good way. Running shoes have evolved significantly, but the 900 series, for example, hasn’t really changed in design from back then to now, has it? I often wear New Balance no matter what I’m wearing, but it’s not to look stylish. If you ask me what I wear to stay comfortable all day, I’d say New Balance.

Value the fact that things are constantly changing every day.

—I get the impression that you, Mr. Matsuura, love to travel. Given that your daily life remains so consistent, does traveling give you a sense of escaping from your routine?

Matsuura:For me, traveling is simply an extension of my daily life. No matter which country I go to, the rhythm of life I just described doesn’t change at all. It feels less like traveling and more like shifting the base of my life. That said, changing locations is refreshing and offers plenty of new experiences. It allows me to discover a new side of myself and reevaluate the daily rhythm I consider ideal.

—Even if you spend your days doing the same things while traveling, it seems there are many things you can’t experience in the familiar streets of Tokyo.

Matsuura:That’s right. I basically never eat out. Whether I’m at home or traveling abroad, I cook for myself—or I’ll buy food and eat it wherever I’m staying. Since ingredients abroad are different from those in Japan, the cooking methods are different, too. So when I’m shopping, I naturally end up asking the store staff for cooking tips. And after I make and eat the meal, the next time I visit the store, I tell them, “That was delicious.” That’s what shopping is really all about—through these interactions with people, the things I buy start to feel special, and I end up treating them with care. I think that’s what true abundance is all about.

—Having had that kind of experience, it sounds like your daily life will be different once you return to Japan.

Matsuura:It’s not just when I return from a trip—I’m always conscious of how I’m going to spend each day. Every day, I place great importance on the process of changing as a person. Even while living a routine life, by cherishing every single moment, I realize things, learn from them, make mistakes, and reflect on them—and I can truly feel that I’m growing, even just a little bit, today compared to yesterday. To stay aware of that, I make a point of cherishing my daily routine.

—Today, we had the opportunity to take some photos at “Papa’s Cafe, Hiroo Branch.” For you, Mr. Matsuura, what kind of place is a café in your daily life?

Matsuura:It’s a place to rest and a place where I can be alone. I absolutely love cafes—they’re the perfect spot to clear my head and relax. And I really value those moments during the day when I’m just doing nothing. In a world where we’re constantly expected to be productive, I call those unproductive, daydreaming moments “daydream time”—and sometimes I even go to a cafe just for that daydream time.

A standard that changes to stay the same.

—New Balance places great importance on craftsmanship in its manufacturing. Mr. Matsuura, what kinds of things make you feel that sense of craftsmanship?

Matsuura:I sense craftsmanship in everyday tools that weren’t created to showcase an artist’s individuality, but were instead handcrafted with the user in mind. Items we use every day are meant to last a long time and must be easy to use. I believe that’s a sign of kindness and love. And I also believe that these items are imbued with a life of their own.

—How does the craftsmanship you sense in these everyday items influence your daily life, Ms. Matsuura?

Matsuura:Every time I use it, I discover something new—like, “I really like this part,” or “It’s convenient to use it this way.” It’s just like relationships: the longer you know someone, the more you realize, “Oh, this person has such wonderful qualities,” right?

—Today, you’re wearing the “CM996.” I understand you already own a pair of “996s,” but the new color you’re wearing now is a shade slightly darker than the classic gray.

Matsuura:I think it's a good choice. After about two years, it should develop a nice patina. I think the color scheme goes well with any outfit, and there's a sense of reliability that comes with it being the classic "996."

—The “996” is one of New Balance’s signature standard models. What comes to mind when you hear the word “standard”?

Matsuura:As I mentioned earlier when talking about my own life, I believe that staying true to the standard is something that evolves day by day. So, as the cliché goes, “change to stay the same”—even though New Balance shoes may seem unchanged at first glance, I believe they’ve undergone many changes precisely to remain the same. People have long said that the “996” has maintained this same shape and design, but I believe it’s precisely because it has evolved that it remains unchanged before our eyes even today.

—As you say, while the silhouette and design of the “996” have remained largely unchanged, features such as the midsole material have been updated. Just as with people, it’s important to have a steadfast core, but it’s also crucial to adapt flexibly as times change.

Matsuura:We’re alive, after all. Being alive means constantly changing. Not changing is a sad state of affairs—it means you’ve stopped thinking. However, we must maintain a core within ourselves. It’s not so much about changing as it is about refining ourselves. If we don’t refine ourselves, we’ll just keep rusting away.

—Because things are changing, there are aspects that can remain the same. I think that’s exactly true of the “996” as well. The “996” is a pair of shoes that accompanies the wearer through their daily life. Mr. Matsuura, are there any specific qualities that make a pair of shoes one you’ll grow attached to?

Matsuura:There are various factors involved, but the desire to be the kind of person who is worthy of something should naturally lead to a sense of attachment. That’s how it was when I first wore New Balance in my 20s. New Balance was expensive back then, so I worked really hard to afford them, but I think there was a part of me that felt it was a bit beyond my station for a young guy like me to be wearing them. Still, it’s precisely because I worked so hard to wear the shoes I admired that I still feel such a deep attachment to New Balance today.

New Balance.U996 3LE ¥16,940(ABC-MART)