The passion the organizers poured into the event.
Why did organize this event? What was the vision behind this one night—encompassing not only the act of running, but also the time that follows and the very scene of people coming together? We spoke with the organizers to find out.
[Left] Sei Yoshii (Producer, BEAMS Sports)
[Right] Hideaki Makino (BEAMS Creative)
I want to suggest new ways to enjoy sports beyond just running (Yoshii)
“Beams has an in-house running team, and quite a few members run regularly. We wanted to build a community starting with those runners and naturally involving the people around them. This running event is our way of bringing that vision to life. Our goal isn’t simply to make running the end in itself; rather, we want to create a space and opportunity for people to gather and connect through running.”
BEAMS SPORT is based on the concept of “& ENJOY,” which is all about enriching our lives by incorporating sports into our daily routines. Some people play sports, while others enjoy watching them. Personally, I play basketball, but when it comes to running, I enjoy watching the runners and feeling the refreshing air afterward. I believe that kind of scene is part of the joy of sports.
"Going forward, my ideal is for us to become a platform that brings together not just running, but a wide range of sports—including basketball, soccer, and baseball—and helps their respective communities form loose connections. I’d like to use events and media to further share the joy of sports and the appeal of these communities," (Yoshii)
Conversations expand to cover both people and things, leading to new communities (Makino)
“I’m involved in this event from two perspectives: as a runner and as a representative of ‘BEAMS.’ The members I’ve invited are mainly people I’ve connected with through running, as well as those I’ve met both inside and outside the company. While the initiative originated with ‘BEAMS,’ I hoped it would become a gathering that naturally spreads to those around us.”
I first encountered *Wild Tea*, the brand featured at this event, during a business trip to Europe last year. I remember thinking intuitively, “This is great,” the moment I saw the product—including its design. This event served as its debut in Japan, and seeing the participants naturally chatting while handling the items made me feel truly happy.
Most running events are just about running and having a drink. That’s meaningful in its own right, and to be honest, I actually love it (laughs). But this time, it didn’t end there. I feel that our product sparked conversations that drew in not only runners but also non-runners, leading to the formation of a new community. “I’d be happy if the participants felt the same way,” (Makino)
The “ONE CAN RUN HOUR” running event hosted by BEAMS SPORT came to a successful close. It was an evening where everyone—whether they ran or not—could enjoy the event at their own pace and experience running culture up close. Rather than calling it a "one-night-only" event, we’re already looking forward to the next one.
