The "Ghost" from BROOKS is one of the most beloved shoes by runners worldwide. With a century of history, it has produced numerous standards. The crystallization of sincere craftsmanship offers a clear answer to the ideals people seek in running shoes. Now, BROOKS's next stage involves entering the lifestyle and fashion markets. To achieve this, we need to understand the brand's philosophy more deeply. How did Masashi Watanabe, a prominent figure in Tokyo culture, view the earnest "Ghost" from BROOKS?

The Ghost retails for around ¥13,000. At this average price point for running shoes, the expectation is for them to be standard.
They must prioritize cushioning while balancing a comfortable fit and design that appeals to everyone. The midsole cushioning, in particular, is a critical challenge, but BROOKS excels in this area more than any other manufacturer.

The "Villanova," once a hit in the vintage market, was born from Marty Liquori, a star middle-distance runner, proposing to BROOKS the development of "shoes that don't strain the knees." The pride in pursuing the comfort and safety that athletes truly demand, and developing numerous technologies, has led to the creation of the seemingly simple yet most difficult "best standard."

Watanabe"I was honestly a little surprised to hear that BROOKS sells so well. I wish they would deliver more information that resonates with non-runners too. My criteria for evaluating shoes are fashion and culture. But I think BROOKS's concepts and corporate stance are wonderful."

"That's why I want to see more and more runners wearing the 'Ghost.' One of my growing sneaker philosophies right now is wearing the same model anytime, anywhere. I used to wear different shoes every day, but now I feel like wearing a pair until they're completely worn out, just like when I was a kid."

Repeating the same thing daily sharpens one's senses to external stimuli and leads to minimalist thinking. Consequently, the characteristics and individuality of the clothes and shoes one wears become their identity and act as a spokesperson.

Those who choose BROOKS reflect a personality that prefers practicality and substance over flashy appearances. In today's era, there's a tendency to admire successful individuals who have their own uniform. Just as Steve Jobs consistently appeared in public in gray New Balance, and Watanabe, a skater himself, wears his easily accessible Vans Authentics until they are worn out.

While the impact of running varies from person to person, it is fundamentally a serious sport of pounding the pavement. Amidst many manufacturers bringing the mentality of winning in such a harsh world into fashion, BROOKS has, for the past 20 years, consistently championed the slogan "Run Happy" for everyone to experience the joy of running.
They approach running democratically, investing in making it enjoyable without fueling competition.

In an era where many sports brands focus on directly managed stores to solidify their worldview, BROOKS maintains a stance of having no directly managed stores at all.
They embrace the communities that spread from specialty stores in each region where their products are wholesaled, valuing connections with runners and integrating external feedback from social media and word-of-mouth with their own technological capabilities.

In a previous interview, CEO Jim Weber's analysis of the company as "a brand like Volkswagen, with excellent engineers, that also conveys the joy of running" was particularly memorable.
Recently, it is said that the number of New York financiers and Silicon Valley IT magnates who favor BROOKS outside of the running scene is increasing, sensing cultural value in the brand's comprehensive approach to products, experiences, and people.

Incidentally, the fact that BROOKS's owner company's chairman and CEO is investor Warren Buffett is also one of the reasons why many successful businessmen place their trust in the brand.

Watanabe"People who only wear Nike, Adidas, or Vans from a fashion perspective become characterized by their sneakers."
"However, if people come to love the comfort of BROOKS and wear nothing else, they might start choosing shoes based on admiration for that person's ideology and lifestyle. This could be a new way of thinking that goes beyond fashion, perhaps for the future."

"I think it's incredibly cool to create products that make people want to wear BROOKS for one, two, or even ten years. A brand that has a solid axis unrelated to trends, and isn't just for top athletes but can be enjoyed long-term, might be better at fostering new culture."

I myself wore the all-white "Ghost" for four consecutive days just before the interview. These are shoes that already focus on invisible materials over visuals. While they may not have the flashy appearance for social media, that's precisely why I had a first impression of wanting to wear them not just for running, but also for their visual and tactile qualities.

I tried pairing them with running wear for a 20km run, casual everyday wear with a certain degree of social appropriateness, and holiday attire for short outings. They fit with every style, and I felt no sense of dissonance.

And as you continue to wear them, they become a part of you. The recent boom in thick-soled shoes supporting marathon and ekiden records seems to have overemphasized the idea that shoes with magical technology that improve one's running aptitude are the best.

However, dramatic change isn't the only criterion for emotional connection. BROOKS's development philosophy, which values security and comfort, is also indispensable, and it holds the potential to transcend the running scene and integrate into lifestyles.
Universal designs that enhance athletic performance and also support daily life will likely hold significant value in the future, as Mr. Watanabe suggests. BROOKS's craftsmanship and concepts are shaping this evolved form of luxury.

Masashi Watanabe

Born in 1971 in Tokyo. He began his career as a model, gained experience studying abroad in London and working with street brands, and then founded DLX. In 2004, he launched his own brand, Bedwin & The Heartbreakers, which took the street scene by storm. He recently opened "DAYZ," a select shop within the new commercial facility RAYARD MIYASHITA PARK, which opened in 2020.

Hyperion Tempo
"Faster, Longer" for All Runners. A shoe developed with top runners. It features the new "DNA FLASH" material in the midsole, balancing lightness, cushioning, and responsiveness. It reacts to various runners' strides and speeds, supporting diverse speed training like tempo runs and interval training, while also being an optimal model for races. Available in two colors: black and white. ¥18,000 (excluding tax).

BROOKS
Founded in 1914, BROOKS is a running shoe brand with over 100 years of history and the No. 1 market share in the United States.
In 1975, they developed shoes with EVA, which is now standard in the running shoe industry, establishing a "standard" in footwear. With numerous innovative running shoes, they have supported a wide range of runners, from beginners to top athletes, and continue to pursue innovation.

With "RUN HAPPY" as their brand message, they are the most supported brand in the United States, where running is deeply rooted as a lifestyle. Their sustainable initiatives, such as obtaining Bluesign certification for their manufacturing processes and developing midsoles that consider environmental issues, are also highly regarded.