Reinterpretation and reimagining of the famous New Balance item number, 2002R. The fan-favorite pop-up store "2002 LAB" is now open.

New Balance" is a sneaker brand that continues to produce numerous masterpieces. Even though they have been discontinued for a long time, there are still many models that are in demand for reissue.

The flagship "2002" made in the USA is one such model, which was reissued as the "2002R" in 2010, and since then, various items have been released in response to fans' requests, including collaborations and new colors.

This time, the focus is on such historical masterpiece "2002R". A pop-up store "2002 LAB" will be open for a limited time only.

The location is "ATMOS Propeller Street Store". At this place where sneaker freaks gather, "New Classic" is defined as the penetration of "New Balance" since the introduction of the "2002R". The history of "New Balance" will be unraveled from the viewpoint of "Atmos" with "2002R" as the starting point.

The space, apparel, and other design elements were created by Generation Z creators, who will lead the next generation of culture. The production is suitable for the new standard.

The pop-up will open on July 16 (Sat.) to coincide with the release of the "2002R" series. The lineup of sneakers and original T-shirts created based on the concept will be available for purchase. In addition, a limited number of novelty posters and stickers will be distributed to those who visit the venue or purchase products.

In addition, a "New Balance Party" was held on Friday, the 15th, the day before the pop-up, to commemorate the event. A special talk show featuring Hidefumi Honmyo, founder of ATMOS, Hirofumi Kojima, director of ATMOS, and other secret guests will be held. The talk show will be filled with topics such as the recent situation of the brand and secret stories about the production, which can only be heard at this event.

It will be a good weekend evening to listen to a valuable talk while enjoying light refreshments. Due to the limited number of participants, fans should apply for the lottery.

Don't forget to stop by for a week of fun for 2002R fans and New Balance users alike.