New Balance Harajuku and FEEL CONNECTION announce new initiatives

New Balance Japan will host a 10th-anniversary festival at its Harajuku store from November 5 to December 7, 2026. The event will feature four weekly themes: Fitting, Style, Care, and Craftsmanship. Activities include 3D foot scanning, professional shoe fitting services, and special exhibitions of footwear favored by athletes and staff.

Separately, FEEL CONNECTION, the operator of FEELCYCLE, is launching a new pumpkin-flavored protein soup under its ‘Supro’ brand. The product, which includes 17.3g of protein per serving along with vitamins and minerals, will be available at all FEELCYCLE locations and its online store starting October 31, 2026.