We at ASICS value the concept of our brand slogan "Sound mind Sound body We at ASICS value the concept of "Sound mind Sound body".
-What was the most important message that ASICS wanted to convey to users at this World Championships in Athletics?
Mutsumi Fukuda (hereinafter Fukuda): ASICS considers the Tokyo 2025 World Championships a very important event. The performance running category accounts for about half of our sales, so we saw this as an opportunity to communicate our brand value to a wide audience. Our brand slogan, "Sound Mind, Sound Body," our important brand slogan, expresses our belief that "exercising the body has a positive effect on the mind. We want to provide an experience that makes people want to actually move their bodies before, during, and after the event. We believe that we can embody this concept by providing an experience that makes people feel like they actually want to move their bodies before and after the event.
In addition to supporting the athletes participating in the event, we hope that by experiencing the amazing athletes and the appeal of sports through a world-class sporting event like this one, you will be able to say to yourself, "I want to move my body too! I love sports!" and "I love sports!" We have prepared contents that will accompany such feelings when you think "I want to move my body, too!
And we design it so that everyone who experiences it will feel that "exercise is also connected to the mind. And we would be happy if you could take those feelings home and share them with someone else.
-I think what you just said is connected to the term "Lifetime Athletes" that ASICS is advocating. I feel that what you just said is connected to the term "Lifetime Athletes" proposed by ASICS. I personally like this term very much, and I think it is wonderful that not only top athletes but also all people, regardless of level, enjoy sports in their daily lives.
Fukuda: There are many different life stages in our long lives. These days, "sports" and "physical exercise" are sometimes described separately. This is because the purpose of exercise changes with each life stage. Sometimes we play sports to the limit of our physical strength, and other times we move our bodies to improve or maintain our physical strength. It is not only important for our physical health, but it also has a great impact on our mind. We have been working with this idea for 76 years.
-The Japanese people, both men and women, have one of the highest average life expectancies in the world. I hope that ideas such as those spoken by Mr. Fukuda will spread in Japan, and that more people will age in a healthy state, both physically and mentally.
Fukuda: Women in particular tend to face slightly higher hurdles to physical activity than men during their life stages. This has become a topic of discussion within the company, and we are working with the people in charge of each category to improve women's participation in physical activity through a process of trial and error. We want to be a brand that can accompany women in their daily lives.
