The Tokyo-based sneaker culture shop "atmos," which continues to transmit to the world, celebrates its 25th anniversary. Amidst the buzz of its acquisition by Foot Locker, we conducted an email interview with its founder, Hidefumi Motohashi, about the past and future of atmos, in commemoration of the upcoming release of "BE@RBRICK atmos × NYLON JAPAN 100% & 400%" and "BE@RBRICK atmos SUBWAY 100% & 400%" scheduled for January 2022.

In August 2021, the footwear industry was rocked by news: U.S. retail giant Foot Locker announced its acquisition of Text Trading Company, the operator of sneaker specialty store atmos, for $360 million (approximately 39.6 billion yen).

The footwear industry remains robust despite the pandemic. According to market research firm Allied Market Research, the global market size was $365.5 billion in 2020, with an average annual growth rate projected at 5.5% through 2027. In 2021 alone, L Catterton acquired Birkenstock, and Authentic Brands Group acquired Reebok from Adidas.
Given atmos's history of releasing numerous exclusive sneakers and apparel, as well as many BE@RBRICK collaborations with MEDICOM TOY, anticipation is high for the future developments following the M&A with Foot Locker.

Hidefumi Motohashi
Foot Locker atmos Japan LLC
atmos Global Lead / CEO & Chief Creative Officer
Born in 1968. After graduating from a university in Philadelphia, USA, he worked for a trading company for two years. In 1996, he founded Text Trading Company and opened "CHAPTER," a parallel import sneaker store in Ura-Harajuku. He currently operates "atmos," "atmos pink," "TOKYO23," and others.

—You founded Text Trading Company in 1996 with 3 million yen and opened "CHAPTER" in a small 2.7-tsubo space within "Junk Yard" on Cat Street in Harajuku. What are some memorable moments from that time?

My business roots are in trade. I worked for a small trading company for two years and learned how to conduct international trade. Profit is generated by moving goods from point A to point B. I thought I could make money by sourcing goods from America at the flea market in Yoyogi, which was popular at the time, so I went about eight times a year, bought items, and sold them. However, it was difficult to keep the money flowing.
Back then, I would visit small sneaker shops, negotiate, and search for sneakers in basements (we called it 'digging' for sneakers). I still remember the excitement, the dirt, and the smell from those times.

—Can you tell us about the "one pair" that sparked your venture into opening a store?

I don't remember the name, but it was a French-made Adidas sneaker. I bought a pair for 2,900 yen in Ueno, and it sold for 15,000 yen at the Yoyogi flea market. That was the realization that led me to start the sneaker business. (Before that, I was mostly involved in the used clothing business).

—Why did you choose Harajuku? What kind of future did you envision for the sneaker market at that time?

At the time, I was considering either Harajuku or Koenji. I didn't have the funds to rent a cheap store, and by chance, Moriyama Real Estate (my wife's maiden name is Moriyama) introduced me to Junk Yard. The deposit and key money were low, and I was able to rent the space for 200,000 yen.
If I hadn't opened in Harajuku, I believe I would be doing something different now.

—Please tell us about the cultures that have influenced you, such as art, film, music, literature, and philosophy.

I read books to some extent. I primarily enjoy philosophical works and related subjects. Heidegger and Wittgenstein. I've come to appreciate D.T. Suzuki, Kitaro Nishida, and Toshiko Izutsu even more as I've gotten older.
I live and work. However, I think I am searching for the reason why I live. (I had a younger brother who passed away when I was five and a half. I was often alone at home and felt lonely. I used to look at the tree rings on the ceiling and nervously wonder if happiness would finally come to our lives, including mine).
In literature, I appreciate Michiko Ishimure's "Kugai Jodo" for its depiction of the lives of ordinary people and its beauty. The warmth of nature and the foolishness of humanity.
I also enjoy the Manyoshu and poetry. Basho Matsuo's worldview in his haiku allows me to feel the profound depth of human beings and that people are a part of nature.

—Sneakers grew into a global culture, sparked by an explosive boom in Japan in the 90s. As one of the key figures in this movement, what have been your most rewarding and most disappointing experiences?

The sneaker boom undeniably started in Japan and spread worldwide. Many Americans came to Japan and imitated our methods. While that was a positive development, I question whether Japanese people subsequently worked hard to expand the sneaker boom globally. I believe we, including myself, lacked a global perspective. We should have been the ones to spread it worldwide.
I believe we, including myself, lacked a global perspective. We should have been the ones to spread it worldwide.

—atmos has released numerous original sneakers and apparel. What was the thinking behind these creations?

This is about
Doing interesting things.
Doing things no one else is doing.
Making friends with many people.
And, of course, making a profit.
As a result of doing various things, there have been successes and failures, but I believe most of it stemmed from doing rather foolish things.

—atmos has been releasing collaborative BE@RBRICK models since 2009. What inspired these collaborations? And what were your impressions of MEDICOM TOY and Mr. Akashi?

We have collaborated with BE@RBRICK numerous times. Although the form is singular, the print and material textures make each one appear different. It also possesses a high artistic value and is loved by people worldwide. We are very pleased to incorporate our ideas into BE@RBRICK.
I believe President Akashi's cheerful and humble personality is the essence of BE@RBRICK and the driving force behind MEDICOM TOY's success. I am grateful.

—How did the triple collaboration models with Coca-Cola and STAPLE come about?

This also started with the idea of doing something interesting. I thought it would be fun if Coca-Cola, a global brand, became a BE@RBRICK. Jeff (※) and I often discuss doing something interesting together through LINE and regular meetings when I visit the U.S.

※ Jeff Staple, founder and creative director of the streetwear brand STAPLE, known for Nike Pigeon Dunk.

—Are there any other atmos-planned BE@RBRICK models released so far that received a particularly strong response, or any personal favorites?

Personally, I favor the Nike elephant and animal prints (※). Many people from Nike asked for them, and as a sneaker collector, I find satisfaction in displaying them alongside my collection.

※ The "Animal Pack" released in 2006 and the "AIR MAX 1 ELEPHANT" released in 2007, both planned by atmos, are still considered masterpieces and have been re-released with updated versions.

BE@RBRICK x atmos ELEPHANT 100% & 400%
(Released in 2017 - Sold Out)

BE@RBRICK atmos ANIMAL 1000%
(Released in 2018 - Sold Out)

—The "BE@RBRICK atmos × NYLON JAPAN 100% & 400%" and "atmos×SUBWAY 100％ & 400％" scheduled for release in January 2022 are also unique collaborations. Could you share any anecdotes from their planning?

I believe all collaborations are built on relationships. NYLON JAPAN has its own distinct media identity, and its readership differs from our existing customer base. Editor-in-Chief Morita is also an interesting person, and the collaboration came about while we were discussing fun, perhaps even slightly absurd, ideas.

BE@RBRICK atmos × NYLON JAPAN 100% & 400%
Size | Approx. 70mm / 280mm (each)
Price | ¥14,300 (tax included)
Release Date | Scheduled for release in January 2022 at MEDICOM TOY's directly managed stores and online shops, atmos stores, and other select retailers.
*As this is a limited quantity product, sales will end once stock is depleted.
Distributor | TEXT TRADING CO., LTD
BE@RBRICK TM & ©️ 2001-2021 MEDICOM TOY CORPORATION. All rights reserved.

The SUBWAY BE@RBRICK is an item that allows you to become a master of the New York and Tokyo subway systems just by owning it. I love subways and primarily use them for transportation. However, both New York and Tokyo are too complex to truly master. I hope customers will become interested in subways after seeing this BE@RBRICK and use them for travel. It's truly an eco-friendly lifestyle.

BE@RBRICK atmos SUBWAY 100% & 400%
Size | Approx. 70mm / 280mm (each)
Price | ¥17,600 (tax included)
Release Date | Scheduled for release in January 2022 at MEDICOM TOY's directly managed stores and online shops, atmos stores, and other select retailers.
*As this is a limited quantity product, sales will end once stock is depleted.
Distributor | TEXT TRADING CO., LTD
©️Tokyo Cartographic Co., Ltd.
BE@RBRICK TM & ©️ 2001-2021 MEDICOM TOY CORPORATION. All rights reserved.

—You yourself have spoken about this in various media, but could you elaborate on your vision for the future following the M&A with Foot Locker?

FL is a massive sports chain with sales of 850 billion yen, so I want to leverage that effectively while continuing to pursue interesting projects. There are many approvals required, which can be cumbersome, but I'm driven to create even more exciting things.

—Finally, do you have a message for MEDICOM TOY?

I am truly grateful. I hope we can continue to do interesting things together. There are many more fans around the world. I want to compete on a global scale.