Japanese AM street skater Aimu Yamazuki has been on a roll lately.
Not long ago, we reported that he had joined Primitive as the newest rider under Paul Rodriguez’s wing, already putting him in the spotlight among a growing crew of heavy hitters.
But the momentum did not stop there. Yamazuki has now also made the leap to New Balance Numeric, stepping away from éS and moving into the world of a larger corporate-backed brand.
The announcement lined up with the release of New Balance Numeric’s latest video 770 in Paris.
The project features Yamazuki skating alongside Brian Reid, Davide Holzknecht, Leo Bodelazzi, Marcello Campanello, and Pedro Biagio.
éS footwear has always represented a core side of skateboarding.
Founded and run by skateboarders, the brand built its reputation on authenticity and support for the scene. But keeping teams stacked with rising talent gets harder when corporate-backed brands like Nike SB and New Balance Numeric can offer more resources, bigger trips, and financial stability.
It is not about loyalty being questioned as much as it is about the realities of making a career in skating.
Yamazuki’s move reflects that balance. At a time when his name is gaining recognition, joining New Balance Numeric opens doors that are hard to match.
Bigger video parts, more exposure around the world, and a chance to skate with a global roster of pros and ams are now part of his daily reality. For a young rider who is building his path, that kind of backing can make all the difference.
The 770 in Paris video was the perfect way to roll out the news. Seeing Yamazuki land tricks on Parisian streets while repping his new shoes makes it official.
He fits in smoothly with the rest of the crew, and the footage shows that he is more than ready to carry his weight on a bigger stage.
For fans of éS, it may feel like another tough loss. But it also highlights the level of talent they continue to bring up. Yamazuki is proof that their eye for skaters is as sharp as ever. The challenge is that once riders reach a certain point, bigger brands are often able to step in with opportunities that smaller companies simply cannot match.
With Primitive backing him on the board side and New Balance Numeric supporting him on the shoe side, Yamazuki is stacking his resume quickly.
He is now skating under two powerful banners, both giving him platforms to show what he can do on an international scale. All signs point to him becoming a name we will be seeing a lot more of in the coming years.