Originally published on metropolis.co.jp on March 2011

Left: adidas M Attitude XL ¥10,500
Right: adidas adiZero Bash ¥14,910

As we reported last month, international fashion brands continue their cycle of releasing Japan-exclusive apparel and accessories. Not to be outdone, global footwear companies have been upping the ante with flamboyant, limited-edition shoe lines designed to appeal to Japanese fashionistas.

Gravis Dylan Collection ¥7,980

Apparel makers typically release Japan-only products as a way of thanking local consumers, who are celebrated as among the most loyal in the world. Shoe brands, on the other hand, develop special models to recognize that many Japanese customers use their products in an entirely different way than originally designed—mountaineering boots are worn tramping in the wilds of Harajuku, while skateboarding shoes are must-have fashion items for people who don’t know an ollie from a kickturn.

One brand that understands how Japanese consumers repurpose sports shoes for the sake of fashion is adidas. The sports-gear giant has unveiled a Japan-only reissue of its M Attitude XL model, one of the most popular basketball shoes of the ’80s. More suitable for the street than the b-ball court, the limited-edition shoe comes in a striking color combination of metallic silver with black stripes, Trefoil logo and gray laces. Also for the Japanese market is the adiZero Bash, which uses a technology adidas calls “Micro Fit Last” to shape itself to the wearer’s heels and provide a good fit, and “Clima Cool,” which provides good breathability.

Merrell Mootopia Lace Shoes available in the Japan-exclusive colors ¥10,290

US skateboard shoemaker Gravis realizes that Japanese customers want more options to match their footwear with their own fashion sense. The brand has responded by collaborating with 22-year-old pro skater Dylan Rieder on a lineup that reflects his natural lifestyle—think earthy colors and vintage textures. The 2011 Spring/Summer Dylan Collection includes color combinations available only in Japan, such as dark coffee, white and Curacao, and parachute purple.

Another brand offering shoes both functional and fashionable is Merrel. Founded in Utah in the ’70s as a specialist in made-to-order hiking boots, Merrel had become, by 1981, “the most functional boots in America,” according to Backpaker magazine. When the brand entered the Japanese market, they found their most popular product was not their famed mountain boots, but the low-top Mootopia—comfort shoes for men and women. Made of soft suede and featuring a tidal wave design on the soles, the shoes are available in 135 countries around the world. But only customers in Japan can get them in coral rose, orange, salad green and dark royal.

Dr. Martens 1460 Sanrio Collaboration ¥22,980

Iconic brand Dr. Martens has also gotten in on the act. In celebration of its 50th anniversary last year, the boot maker teamed up with Sanrio to produce three Hello Kitty-themed designs of their classic 1460 model. Putting Kitty-chan on the footwear that defined the punk look may seem incongruous, but the limited-line has proved to be a big hit with dedicated Japanese customers, and only dwindling stocks remain at the brand’s Meiji Dori store in Shibuya.

As Japan continues to be a key playground for international brands, expect more special models that appeal to consumer demand for more color, more function—and more Hello Kitty.