BEAMS HEART stores have begun an exclusive limted release of mgh, a brand for which Keisuke Honda serves as vision director.
2026.07.28
From BEAMS HEART BEAMS HEART the sports apparel brand mgh, for which Keisuke Honda serves as vision director, will be exclusively limted (※) at BEAMS HEART stores nationwide and BEAMS ONLINE SHOP.
In addition, to commemorate the brand launch, a "BEAMS HEART POP UP SHOP" will be held at "BEAMS NEWS" inside the JR Shinjuku Station ticket gates for a limited time from August 7th (Fri) to August 13th (Thu), 2026.
*As of July 28, 2026, <mgh> products are only available for pre-order through the official online store. < BEAMS HEART > will be the first physical store in Japan to carry <mgh> products.
In the styling visuals created to coincide with this launch, we express <mgh> from the unique editorial perspective of < BEAMS HEART >. Through styling that bridges fashion and active lifestyles, we propose the appeal of <mgh>.
<mgh> is a Japanese sports apparel brand with Keisuke Honda as its vision director. The name is derived from the physics formula for potential energy, "mgh (mass x gravity x height)". With "UNLOCK YOURSELF" as its brand slogan, it aims to create opportunities to unleash the potential hidden within everyone.
We offer men's and women's items that pursue the optimal balance of functionality, design, and price. Through two lines, "CORE MOTION," a performance line that supports the sports scene, and "All DAY ACTIVE," a lifestyle line that incorporates the functionality of sports into everyday life, we propose products that seamlessly connect sports and daily life.
This initiative came about because the philosophy of BEAMS HEART, which aims to "propose a lifestyle one step ahead while staying close to everyday life," resonated with mgh's brand slogan, "UNLOCK YOURSELF." It will be developed as a new lifestyle proposal that spans sports and fashion.
At BEAMS HEART, we propose the values championed by mgh through our unique editorial perspective, naturally connecting sports and fashion and promoting a new lifestyle that incorporates an active mindset into everyday life.
This lineup will be available from August 7th (Friday) at BEAMS HEART stores nationwide and on BEAMS ONLINE SHOP.
In addition, to commemorate the launch, we will be holding a talk event featuring Keisuke Honda! This event will include an exclusive talk session, a raffle to win autographed merchandise, and a photo opportunity. Participation is on a first-come, first-served basis at "BEAMS HEART Lalaport TOKYO-BAY" for those who purchase eligible products.
- Expanding stores
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LINEUP
LINEUP
CONTENTS
CONTENTS
｜〈BEAMS HEART〉POP UP SHOP
• Venue: BEAMS NEWS (NEWoMan Shinjuku 2F, inside the station, 5-24-55 Sendagaya, Shibuya-ku, Tokyo) • Event period: August 7th (Fri) - August 13th (Thu), 2026
| SPECIAL TALK EVENT
On the release date, August 7th (Friday), a special talk show featuring Keisuke Honda will be held at "LaLaport TOKYO-BAY". He will share his thoughts on the brand, behind-the-scenes stories of its development, and other special insights that only Keisuke Honda, an active athlete who continues to take on challenges, can offer. A commemorative group photo with the participants is also planned after the talk show.
- Date and time
- Friday, August 7, 2026, 15:00-15:30 (Registration: 14:30)
- venue
- Lalaport TOKYO-BAY North Gate 1F Green Plaza
2-2-7 Hamacho, Funabashi City, Chiba Prefecture 273-0012
- way to participate
- At "BEAMS HART Lalaport TOKYO-BAY," customers who purchase items totaling 8,000 yen or more (including tax), including mgh items, will receive a talk show participation ticket on a first-come, first-served basis. Customers with a participation ticket can watch the talk show from the seated area (first 80 people).
- Participation benefits
- We will hold a raffle for customers with participation tickets, and give away Keisuke Honda autographed merchandise.
Event Precautions
- Only one event participation ticket will be given per person per transaction.
Please note that we cannot reissue participation tickets if they are lost or stolen.
We will check your participation ticket at the event venue.
One ticket allows one person to participate.
Please note that family members and staff cannot accompany children, so children who cannot participate on their own should refrain from attending.
Please follow the instructions of the guidance staff when entering.
- Filming or recording videos during the event is prohibited.
Please note that the event content may be changed or canceled due to unforeseen circumstances such as the health of the performers, severe weather, natural disasters, or transportation issues. The organizers, venue, and performers will not be held liable for any damages resulting from such changes or cancellations. We apologize for any inconvenience this may cause. In such cases, we will not be able to refund the purchase price of the goods or compensate for transportation or travel expenses. Thank you for your understanding.
• Media cameras may be present on the day of the event, and it may be covered on television or in the news. Please be aware that you may appear on camera.
・You cannot choose your seat on the day of the event.
Reserving seats in the free viewing area is prohibited. If you are found reserving a seat with luggage or other items for more than 10 minutes, we may remove it.
• Event details are subject to change without notice.
| <mgh> Information on sales and events on the day
Due to the sale of <mgh> products on the day, the store is expected to be crowded. Customers who wish to make a purchase or participate in the event should check the following instructions and gather at the designated location.
■ To customers visiting before 10:00 AM
Date and Time: Line-up guidance will begin at 9:00 AM on Friday, August 7th.
Waiting area: South Building, 2nd floor, in front of the South A escalator
*Please enter from next to the Starbucks South Building store on the 2nd floor of the South Building.
Target audience: Customers who wish to purchase <mgh> items or participate in events.
■ Instructions and Precautions
・Please begin lining up at the designated location from 9:00 AM. At 10:00 AM, when the store opens, staff will guide you into the store in the order you lined up.
We will guide you through the process of purchasing and selling <mgh> items in the store in the order in which you lined up.
Waiting overnight or early in the morning, or lining up outside of designated areas, is strictly prohibited as it will cause inconvenience to nearby shops and residents.
Please note that the sales method on the day of the event may be subject to change due to unavoidable circumstances.
mgh is a Japanese sports apparel brand created by Keisuke Honda.
The brand name is derived from the physics formula for potential energy, "mgh (mass × gravity × height)." With "UNLOCK YOURSELF" as its brand slogan, it embodies the desire to unlock the potential hidden within every person.
Pursuing the optimal balance of functionality, design, and price, we offer the performance line "CORE MOTION" and the lifestyle line "All DAY ACTIVE," which incorporates the functionality of sports into everyday life. We propose a new lifestyle that seamlessly connects sports and daily life.
Official website: https://world-mgh.com/
This lifestyle shop is packed with fashion, lifestyle goods, and exciting experiences. It offers fashion wear that reflects the current zeitgeist, and lifestyle goods that can be enjoyed not just as everyday items, but as an extension of fashion. Furthermore, through collaborations with globally popular characters and sports teams, we aim to positively transform our customers' daily lives. As BEAMS, the brand closest to everyday life, we deliver joy not only on special occasions, but also in the small moments of ordinary days.
Official site: https://www.beams.co.jp/beamsheart/