After a three-year hiatus, Japan’s premier sneaker and street culture event, ATMOSCON, returned for its ninth edition on April 19 and 20, 2025, at the Shinjuku Sumitomo Building Sankaku Hiroba in Tokyo. The event not only marked the 25th anniversary of sneaker retailer atmos, but also reached new heights in scale and attendance, with over 5,000 visitors across two days, making it the most successful iteration to date in terms of brand participation, venue size, and footfall.
Under the theme of “Onko-chishin”—a Japanese phrase that emphasizes learning from the past to innovate for the future—ATMOSCON 2025 spotlighted a visual identity directed by OSRIN of the creative label PERIMETRON, with graphics designed by Makoto Arai. The key visual featured two futuristic robots symbolizing atmos’s legacy and forward-looking vision.
This year’s event reflected the evolving landscape of sneaker culture, which has shifted away from hype-centric, brand-dominated consumption to a more personal and diversified preference among enthusiasts. This was evident in the inclusive brand roster, which saw New Balance participate for the first time, joining an already expansive lineup that included ASICS, Salomon, ON, HOKA, Saucony, Nike, adidas, PUMA, Crocs, and Birkenstock.
Rather than emphasizing exclusivity or limited-edition drops, brands leaned into immersive, experience-driven booths to distinguish themselves in an era where e-commerce dominates retail. New Balance, for instance, exhibited its legendary 1300JP—a model released once every five years—and a curated archive of models in a museum-like setting that underscored its craftsmanship. Visitors who completed a brand trivia quiz received a leather keychain custom-stamped on-site.
Salomon created an interactive “quarry meets rave” space where attendees unearthed phosphorescent “fragments” to craft into keychains, while also offering an ATMOS-exclusive XT-4 Rave model available for purchase at the booth. Nike emphasized its newly released Air Max Dn8, providing a game-based try-on experience in which users stepped on motion-responsive video floors to engage with the shoe’s tech features.
Brands also took steps to broaden the event’s appeal beyond its male-dominated base. PUMA introduced a hands-on charm and bead customization zone for its retro-favorite Speedcat, currently trending in Korean fashion circles. ASICS, in collaboration with VANDY THE PINK, launched a diner-themed pastel sneaker that looked good enough to eat, housed within a booth designed to mimic a nostalgic American eatery.
Despite being a ticketed event—with same-day passes priced at ¥3,850—the turnout demonstrated an enduring appetite for sneaker culture in Japan, especially when paired with art, music, sports, and interactive design. ATMOSCON 2025 succeeded in transforming what could have been a straightforward product showcase into a vibrant cultural celebration of expression, heritage, and innovation.
Event Details:
- Event Name: ATMOSCON 2025
- Dates: April 19 (Sat) – April 20 (Sun), 2025
- Media Preview: April 18, 2025
- Venue: Shinjuku Sumitomo Building Sankaku Hiroba, Tokyo
- Ticket Price: ¥3,850 (same-day available online)
- Organizer: atmos
- Official Website: https://www.atmos-tokyo.com/lp/atmoscon/2025
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