"Just try them on, I promise you won't regret it." It was this simple encouragement that led me to order BROOKS' "Ghost 13." The moment I started running, I felt my feet naturally propel forward, my stride stable, and running became a joy. It made me realize, "The appeal of these shoes is similar to that of cars or watches." OPENERS Media Director Hirofumi Matsumoto shares his thoughts. What did he truly mean?

I've loved sports since I was a student and have always been up for trying anything I'm invited to. With the pandemic preventing group activities, I, like many others, started walking and running. Around that time, I bumped into Mr. Hirayama from ITOCHU Corporation, who mentioned, "We've recently started handling BROOKS." To be honest, it didn't really register. My perception of BROOKS was stuck in the past, over 20 years ago, as a brand for 'classic sneakers'.

But now, they're apparently so popular they've achieved 'No. 1 wearer rate among US runners.' I heard the turning point was when the company declared in 2001 that they would 'focus on running.' Hearing that certainly piqued my interest. It's a classic business strategy: 'select and focus.' Of course, I knew BROOKS was available in specialty stores and frequently featured in running magazines. However, my attention was always drawn to popular brands like Nike, Adidas, and New Balance. Then, Mr. Hirayama shared this intriguing story and strongly urged me, 'Just try them on, I promise you won't regret it.' So, I decided to order the long-selling model, the 'Ghost 13.'

When I actually put them on and ran, I was quite surprised. My feet naturally moved forward, and the run felt incredibly smooth. While they offered excellent cushioning, I could also feel the sensation of gripping the ground with my toes. Furthermore, the heel cup provided superior hold, keeping my stride stable and secure, which was a significant plus.

This comfort comes from the rubber outsole, which uses materials of different hardness on the inside and outside. It's also thanks to the highly cushioned midsole, 'DNA LOFT,' developed in 2018. There are other factors too. That said, the world of running shoes sees intense research from all manufacturers, and BROOKS doesn't necessarily have unique, groundbreaking materials. Still, when I considered why the 'Ghost 13' felt so good, I realized it's similar to the world of cars and watches. In other words, they use carefully selected materials and apply 'optimal tuning.' This translates into performance. The balance of the combination is perfect.

There's a collective term for their cushioning technology called 'BROOKS DNA,' characterized by its ability to 'provide optimal cushioning for any body type and at any speed.' When I heard about the 'No. 1 wearer rate among US runners,' many might have thought, 'Their body types are different; perhaps these shoes are optimized for Americans?' I felt the same way. But when I actually wore them, they fit me perfectly, despite my shorter stature and lighter weight. Moreover, friends I recommended them to also raved about them. I immediately understood that they must be employing incredibly meticulous tuning.

Before my current role, I worked for a publication called 'Mono Magazine,' where I covered artisans, factories, and fashion brands across various genres, witnessing firsthand the creation of products. I've always considered what true 'value' means through actual use. The value of an item isn't determined by its price. What's important is that it elevates your mood when you use it and feels irreplaceable. Such items can truly be called 'luxury.' BROOKS' running shoes are contemporary masterpieces, and for me, they are one such luxury item.