In America, we are used to seeing shoe stores such as Foot Locker, Famous Footwear, Finish Line, etc.
In Japan, possibly one of the most popular shoe stores to find throughout Japan, especially in Tokyo, in the mega trendy special ward of Shibuya, and that is the ASBee Shibuya Center District Store (Udagawacho 23-8, Shibuya-ku ,Tokyo ,Japan).
The store features many shoes limited to ASBee, and while they sell their brands such as Madfoot and Lee, you can find popular brands such as New Balance, Nike, Adidas, Converse, Keds, Puma, Reebok, Asics, Skechers, DC Shoes, Coleman, Dickies, Lee, Clarks England, Polo Ralph Lauren, United Colors of Benetton, Syunsoku and Timberland shoes at their store.
Men, women and children shoes are sold at the store and for me, I enjoy following their campaigns.
For example, one of the cool campaigns is the Coleman sandal Collection 2016.
The Coleman brand in America is well-known for its pools, hot tubs, tents, stoves, grills, lamps, etc. I was used to seeing the brand because I would be responsible for creating a former client’s ads for many years pushing the Coleman brand.
But in Japan, Coleman is known for their outdoor gear, especially shoes and sandals. And how they were able to make Coleman fashionably cool in Japan is fantastic!
Since Japan is currently experiencing their rainy season right now, what better way than to promote Coleman rainboots and and sandals with former Morning Musume (a longtime idol group in Japan) member, Ai Takahashi.
How they manage to take a brand like Coleman and make it fashionably cool.
Of course, demographics and brand loyalty for shoewear are different in Japan and the USA. But the fact that ASBee has managed to popularize a brand like Coleman for its shoes and sandals through their hip and stylish ad and social media campaigns is wonderful!
The same goes with Keds by teaming up with Taylor Swift (as a large promotional in the front entrance with Taylor Swift can be seen to promote the Keds “Ladies First Since 1916” campaign) and releasing Keds Taylor Swift’s shoes. Due to Swift’s popularity, it was no doubt a win-win-win situation for Keds, Taylor Swift and also ASBee for showcasing her shoeline.
But if you are in Shibuya and looking for shoes, especially ones you won’t find in the US, definitely give ASBee a try!