We Asked "atmos," a Leading Force in Sneaker Culture, “Why Are There So Many Unique Sneakers in Japan?”

Street Fashion and Sneaker Boom

In the 1980s, sneakers like Nike’s Air Jordan 1 and Adidas’ Superstar captured public attention. In Japan, the rise of street fashion transformed sneakers from mere sports gear into fashionable accessories. During the 1990s, sneakers became a central trend as various sports brands launched distinct designs. In Harajuku, new sneaker shops opened one after another, and magazines and special issues frequently featured sneakers. Notably, Nike’s release of the Air Max 95 generated enormous buzz that spread the sneaker craze throughout Japan. It was during this period that the sneaker select shop "atmos" was born.

At that time, Japan was experiencing a street fashion boom. Streetwear brands, designer labels, and the select shops that carried them set the trends. Both international and homegrown brands were popular, and many Japanese brands began releasing exclusive sneaker models. Kojima explains,

“In Japan, there are brands like BAPE, COMME des GARÇONS, UNDERCOVER, Neighborhood, and sacai. These brands, known for their unique aesthetics, are recognized worldwide. Their collaborations with sneaker companies have had a significant impact on Japan’s sneaker culture.”

The sneaker boom of the 1990s gave way to the high-tech sneaker boom of the 2000s. After that, the boom has been slowing down. In recent years, however, core fans, known as "sneakerheads," have drawn public attention by standing in long lines for sneakers sold in limited quantities, or by buying up sneakers by vendors for the purpose of resale.

"atmos" Always Brings Something New

While many sneaker select shops closed after the initial boom, "atmos" defied the trend. For over 25 years, its success has rested on strong creative planning, effective sales strategies, and long-standing relationships with manufacturers. Kojima notes,

“Sneaker shops that failed to differentiate themselves disappeared. Apparel select shops can simply reduce their offerings when the sneaker trend fades, but as a sneaker specialist, we continue to offer sneakers regardless of the trend. That makes creative planning our top priority. At 'atmos', we produce roughly 50 exclusive models every year and release new products almost every week, providing fresh offerings for both local customers and international visitors. Our close relationships with manufacturers also enable us to offer models and ideas that other stores cannot.”

Archive of Exclusive Models by "atmos":

Atmos x Nike Air Max 1 Elephant 2017 Release

Puma Suede MIJ Skajan 2021 release

ATMOS × ASICS Gel-Inst.360 2011 Release

The Evolution of Sneaker Culture Continues

In 2021, "atmos" became a subsidiary of the major American sneaker retailer "Foot Locker" and has since expanded worldwide. Today, "atmos" is focusing on collaborations with elements of Japanese subculture. Kojima explains,

“As we expand globally, Japan’s strength lies in its manga, anime, games, and toy culture. Our recent collaboration with the esports team 'Crazy Loon' marked our first venture into this genre and sold out on its release day—a huge success. As leaders in sneaker culture, we will continue to pursue initiatives that create synergy between these worlds.”

Notable Models Collaborating with Japanese Subculture:

Adidas Originals Samba Atmos Crazy Raccoon 2024 Release

Puma Palermo P3R Atmos 2024