#Japan #Tokyo #New Balance #AMASTE #Kotona Minami

ABC Mart Launches New Balance AMASTE Shoes

ABC Mart is excited to announce the release of new seasonal colors for the New Balance running shoes, AMASTE, which are set to debut on March 5, 2026. This event will include a unique campaign featuring exclusive products available only at ABC Mart and New Balance. The highlight of the campaign is a promotional visual and video starring popular model and actress, Kotona Minami, themed around the refreshing concept of 'youth' in a school setting.

Capturing Youthful Moments

The new visual campaign showcases a vibrant and refreshing world, featuring Kotona Minami as a high school student amidst her peers. The imagery taps into genuine teenage experiences, capturing the essence of everyday school life while seamlessly integrating the design and functionality of the AMASTE running shoes. Both stylish and practical, these shoes are designed for various daily activities, ensuring that wearers can perform at their best during sports and training sessions.

In addition, the visual features students actively participating in their club activities while wearing New Balance apparel, illustrating the impressive fit and comfort that the AMASTE shoes provide, even during strenuous movements. The accompanying music for the promotional video is from the highly-anticipated song 'Aoi Haru' by the trio band Sansuu Girl, which is set to debut in April 2026.

Introducing AMASTE: Merging Fashion and Functionality

The name 'AMASTE', derived from Spanish and Italian meaning 'to prefer or to love', embodies the desire for these shoes to become a customer favorite. The new model incorporates unique design elements, including a three-dimensional synthetic overlay that enhances its trendsetting appearance. Moreover, a 'No Sew' technique is employed in its construction to eliminate any discomfort from seams, thus offering support and a clean aesthetic.

With New Balance’s renowned FRESH FOAM in the midsole, AMASTE ensures that users experience a soft landing with every step, making it ideal for long-lasting activities without fatigue. The high toe spring design allows for a natural propulsion with each stride. Available in a wide 2E fit, these shoes cater well to the structure of Japanese feet, ensuring a comfortable yet stylish silhouette.

Product Information

• - Product Name: AMASTE
• - Price: ¥9,900 (tax included)
• - Colors: MAMAS1AG, MAMAS38Q (left to right)
• - Sizes: 25.0cm to 28.0cm (in 0.5cm increments), 29.0cm

• - Product Name: AMASTE
• - Price: ¥9,900 (tax included)
• - Colors: WAMAS78A, WAMAS2PS (left to right)
• - Sizes: 22.5cm to 25.5cm (in 0.5cm increments)

About Kotona Minami

Kotona Minami, born on June 20, 2006, is a prominent figure in the entertainment industry with notable appearances in films like 'Meets the World' and the drama series 'Bokutachi wa Mada Sono Hoshi no Kousoku wo Shiranai'. In 2026, audiences will see her in films such as 'Shuten no Anoko', her first lead role in 'Yakin Jiken', and '90 meters', released on March 27.

About Sansuu Girl

Sansuu Girl, a mixed-gender band from Osaka, is making waves as a 'Neo-Cute Rock Band'. Their lineup includes vocalist and guitarist Natsuko Kawata, bassist Satchu, and drummer Andrew. They are set for a major debut with their EP containing 'Aoi Haru' to be released by Warner Music Japan on April 8, 2026, alongside a tour named 'Our Friendship is Forever', commencing on April 18.

Company Overview

• - Company Name: ABC Mart Co., Ltd.
• - Representative: Minoru Noguchi
• - Address: 48th Floor, Mori JP Tower, 1-3-1 Azabudai, Minato-ku, Tokyo 106-0041
• - Established: June 6, 1985
• - Business: Retail of shoes, clothing, accessories, and product planning, manufacturing, and sales of footwear

For inquiries, kindly contact us via phone at 0120-936-610, from Monday to Thursday, between 10:00 AM and 5:00 PM.