Vibram Japan held its second "Vibram SHOES REPAIR POP-UP" from July 12 to 21. As part of its "#REPAIR IF YOU CARE" campaign, Vibram encourages shoe reuse and customization to extend their lifespan. The first pop-up, held in October 2023 in collaboration with the vintage store "FRONT 11201," was highly successful, prompting the second edition.

This time, the event took place at the newly relocated "FRONT 11201 FLAGSHIP STORE" in Yoyogi Hachiman, which opened in April 2024. The store featured a stylish white-themed booth showcasing the campaign's goals, Vibram's history, and various sole designs. A new initiative included re-soling vintage shoes purchased from "FRONT 11201" with Vibram outsoles, offering customers unique, revitalized footwear available in limited quantities.

The event also offered shoe repair and customization services, available on weekends for six days. Skilled craftsmen consulted customers on their shoe needs and recommended the best Vibram soles. Customers brought a variety of shoes, including sneakers, business shoes, and outdoor boots, to be repaired, with Vibram showcasing over 100 sole models.

The event was met with positive feedback from participants, highlighting the importance of shoe repair and customization. Some customers shared their experiences, such as reviving their mother's old shoes or continuing to use hard-to-find favorites by replacing the soles.

Vibram will continue promoting the REPAIR IF YOU CARE campaign and engaging in activities to raise awareness about shoe repair.