“The STRIDE Backstage Files” is a series that offers a behind-the-scenes look at the work of the “STRIDE” staff. In this second installment, we interview Yosuke Nishio, our press relations manager, who plays a key role in handling media inquiries and promoting the appeal of our various brands.
Text by Toshiaki Ito
Photos by Shinichi Yajima
Handles PR for 17 brands
Yosuke Nishio is in charge of press relations at Stride.
Stride currently handles zero-drop shoes such as “ALTRA,” “LEMS,” “SKINNERS,” “Notace,” and “BLUSUN,”“GROUNDIES,” as well as numerous other sports and outdoor brands, including the American outdoor gear manufacturer “NEMO,” the wool apparel brand “Ibex,” and the GPS watch brand “COROS.”
The PR department, which handles media inquiries, is the star department of any brand, but what kind of person actually works in PR for a company that carries so many brands?
From our email and phone exchanges, he gave the impression of a “capable veteran.” I had imagined him to be a middle-aged man in the prime of his life, both physically and mentally, but when I actually met him, he looked a bit younger. That must mean he’s even more “capable” than I’d imagined. It’s been exactly two years since he joined Stride. Before that, he said he worked at a select shop run by an apparel company.
Around that time, a friend invited him to “go check it out,” so he went hiking and got hooked on mountain climbing. He found it fascinating that it wasn’t something you could just quit easily.
“I’m actually pretty easy on myself, and before that, I’d often give up if things didn’t go as planned,” he says with a self-deprecating laugh.
“But with mountain climbing, you absolutely can’t quit halfway, right? Even if you get exhausted partway up, you can’t just stop there. You have no choice but to see it through to the end—and even if it feels tough, if you keep going, you’re surprisingly able to make it.”
The sense of accomplishment when he reached the summit felt wonderful.
“It was really fun to experience that feeling again after so long.”
I played soccer throughout elementary, middle, and high school. In college, I joined a snowboarding club, but it felt more like “just a group of friends hanging out.” I was always in an environment where I was active, but I wasn’t particularly sports-oriented. I didn’t really have any hobbies to speak of, but I loved clothes, so I got a job in the apparel industry. Amid all that, mountain climbing suited me perfectly.
Since I worked at a retail store, my days off were on weekdays. I couldn’t coordinate schedules with friends who had weekends off, so I naturally ended up hiking solo a lot—but that turned out to be a good thing.
“For day trips, I’d go to low mountains, but there’s absolutely no one there on weekdays.When there wasn’t a single soul in sight, or when I was in a spot with no cell service, I’d naturally start reflecting on myself as I walked. I loved that time. Perhaps I was more hooked on that time for introspection than on the breathtaking views I encountered in the mountains.”
Until then, I’d only been interested in clothes, but my focus shifted toward the mountains.
My first assignment at the apparel company was in the department that handled “heavy outerwear,” such as suits and jackets. Even shirts and jackets that look the same at first glance each have their own unique character depending on the materials and manufacturing methods. I thoroughly researched each material, production method, and even the history of the brand behind them to highlight their distinctive features.I’ve always enjoyed delving deeply into things, but turning it into my job further refined that skill. Preparing for a mountain climb was similar to that process.
“Of course, I enjoy the time spent hiking, but I also enjoy the time spent thinking about what to pack based on the mountain I’m aiming for and the season I’m heading out in. I felt it really resonated with my sensibilities.”
As I became more and more absorbed in mountaineering, I began to want a job related to mountains and the outdoors. I got married and had a child. I suppose it coincided with a point in my life when I was starting to think about the future a little further ahead.
On the mountains, I wore Altra’s Olympus model. I started wearing them because the store carried them and I could buy them cheaply through the employee discount, but they fit my feet perfectly. While casually browsing job listings, I came across a recruitment ad from the very company that carried Altra.
“I think this is true of everyone in the apparel industry—we have a bit of a rebellious streak, so we’re drawn to brands that aren’t mainstream and aren’t widely known yet. At the time, Altra was well-known among outdoor enthusiasts, but general public awareness was still low—which was just right for me. It was exactly what I was looking for, so the moment I saw the job posting, I applied right away.”
Approaching a busy, fast-paced job with a positive attitude
When I asked him which of the products his company carries he liked best, he showed me Skinner’s “Easygoer.” I found myself drawn in by his explanation of why he liked it.
“Skinner’s shoes don’t feel like typical barefoot shoes—in a good way. Barefoot shoes originally came from a sports and outdoor culture, so many of them tend to have a somewhat austere design. Even if you think they look good, they can be hard to wear around town on a daily basis.The appeal of Skinner’s lies in the fact that they take these factors into account when crafting their shoes, resulting in a more universal, minimalist design.”
He’s a master at making a strong first impression. Holding a simple shoe in one hand, he concisely conveys its key features.
The uppers are made from premium leather sourced from an Italian tannery, and each pair is handcrafted by Portuguese artisans. While barefoot shoes are highly flexible, the soles in the forefoot area—which bend frequently—often peel away; however, Skinner’s enhances durability by first bonding the sole to the upper and then stitching them together.The inner stitching is hammered flat to eliminate any roughness against the foot, and the lining is made of highly moisture-absorbent Tencel to enhance comfort. From the visible parts to the hidden details, they convey the product’s appeal clearly and precisely, without any ambiguity.
He admitted he had no prior experience in public relations and felt some anxiety, but once he actually tried it, he found many similarities to customer service.
“I take in the appeal of the brand and products, and then convey that appeal to others in a way that resonates. While my audience has shifted from general consumers to retail buyers and media representatives, I don’t think what I’m doing is all that different from the customer service I provided during my time in the apparel industry.I’ve always enjoyed digging deep into things, so this might be a good fit for me.”
No, it’s not just “might.” In the sports and outdoor sectors, where a brand’s background and a product’s features and specifications carry significant weight, Nishio’s approach is actually ideal.
People who can get the job done are relied upon.With the number of brands she handles increasing, her duties are no longer limited to PR. For several brands, such as Skinners and Groundies, she is in charge of everything from liaising with headquarters to developing sales strategies.
I was surprised at how busy she must be, but it’s also a story typical of a company in its growth phase. She herself is extremely positive.
“Since I interact directly with people from the brands and factories, I get access to firsthand, real-time information. The pace is incredible, so I’m scrambling just to keep up, but I find it very rewarding.”
He’s in charge of everything from PR to merchandising, and he says, “It’s interesting.” I wondered what kind of person he was, and sure enough, he’s no ordinary guy.
Profile
Yosuke Nishio
Born in Kanagawa Prefecture. He discovered Altra while working at a select shop, which led him to transition from customer service to a role in public relations. After joining Stride, he took up running and began running not only on roads but also on trails. He has completed two full marathons. His goal for 2026 is to participate in a trail race.