Taishi Kimura
Born in Akita Prefecture in 1993. Resident of Kijimadaira Village in Nagano Prefecture, he has achieved results in numerous races, including third place in the Shinetsu Gogaku Trail Running Race in 2016, fourth place in the Hacettune CUP in 2022, and first place in the Koshu Alps Auto Route Challenge in the same year. Currently involved in organizing trail running tours and races, as well as focusing on trail maintenance and community development, he will become a Patagonia Trail Running Ambassador in March 2025.
Trail runner Taishi Kimura has been appointed as the new Patagonia ambassador. This is the first time in six years that Patagonia has had a new ambassador for its Japan office.
...... hmm? What is an "ambassador" anyway? Someone involved in promoting the brand? A test person for product development? How does it differ from a support athlete?
We asked the newly appointed Ms. Kimura herself and Yasuhiro Yagi, Patagonia's marketing manager, about the image of Patagonia's ambassadors, which, on second thought, is surprisingly unfamiliar.
Ambassadors are the voice of the brand's philosophy.
First of all, let me ask you, Mr. Yagi. Outdoor brands and sports brands have a kind of contracted athlete, but Patagonia calls them "ambassadors," right? What do ambassadors mean to Patagonia?
Yasuhiro Yagi
Marketing Trail Running Category Marketer, Patagonia Japan
Yagi:Patagonia Ambassadors are the "voice" of the brand and "representatives of the field. They embody the spirit of each outdoor activity, lead unique lifestyles, contribute product design ideas, and are actively involved in protecting the natural environment.
Ambassadors also play an important role in product development and testing. We use their feedback to improve the design, durability, and functionality of our products and to deepen our relationship with the sports community.
So you are not only wearing the products and appearing in advertisements, but you also play a role in spreading the brand message?
Yagi:That's right. Patagonia ambassadors are expected not only to excel in competition, but also to live a lifestyle in harmony with nature and convey the brand's philosophy.
Especially these days, ambassadors play an increasingly important role in product testing, with even greater emphasis on their contribution to product development. Involvement in product improvements is another important role of ambassadors.
How did you come to be chosen as an ambassador?
Yagi:We first met Kimura in 2015 at the Shinetsu Five Mountain Trail Running Race, which Patagonia is a special sponsor of. At the time, Kimura was a student at an outdoor vocational school helping us with course maintenance, and from that time on, we were impressed by Kimura's qualities as an athlete, his personality, and his approach to nature.
He loved using Patagonia products in his daily activities, especially trail running, and our relationship gradually deepened as we engaged in various activities together. Over time, we decided that the time was right and asked him to join us as an ambassador.
How did you feel when you were chosen as an ambassador?
Kimura:It was nothing short of a surprise. This was the first time a new ambassador of trail running in Japan had been appointed since Hiroki Ishikawa, a legend in the industry. I honestly thought to myself, "No way. was my honest feeling. At the same time, I feel extremely honored and humbled. I myself have always been a fan of Patagonia.
What are your expectations for Patagonia?
Yagi:Rather than seeking a specific activity, we hope that he will continue to pursue activities that are important to his own lifestyle. Kimura has a strong passion for outdoor sports and engages in a variety of activities throughout the year, including trail running and cross-country skiing.
They are also actively involved in environmental conservation activities in local fields, and their stance resonates deeply with the Patagonia philosophy. I look forward to seeing him continue in this style and further expand his activities in the future.
Durable and long-lasting. The more you use it, the more you become attached to it.
What is the appeal of Patagonia to you?
Kimura:Above all, they are "tough to use. When I was a student, I wanted to work in the outdoors, and among the many brands I tried, I was attracted to the durability of Patagonia's products. Although the price is not something you can easily afford, the durability of Patagonia's products is a big draw for me.
They last longer, and the more you use them, the more you love them. This also results in a smaller environmental footprint, which I believe is in line with Patagonia's philosophy.
Do you remember the first Patagonia product you used?
Kimura:It's an "R1" and a "Nano Puff." I bought them about 7 or 8 years ago. I still use them with great care.
What are your own goals for the future?
Kimura:As for races, I plan to compete in domestic events from September to November this year. I have my sights set on Shinetsu Gogaku and Hacettune CUP. As for self-challenges, I have been taking on a new challenge every summer, and I would like to do something this year as well. Specific plans are still in the works, but in addition to the Northern Alps, I would like to try a traverse in the mountains of Tohoku.
Lastly, could you tell us about your enthusiasm as a Patagonia ambassador?
Kimura:Without fear of misinterpretation, I don't think my lifestyle will change drastically just because I have become an ambassador. I would like to continue to convey Patagonia's philosophy and brand values while deepening my activities in the field.
I would also like to be actively involved in activities to let more people know how fun it is to play in nature and to raise awareness of the need to protect these fields.
My Favorite Patagonia. The case of Taishi Kimura.
Mr. Kimura has been using Patagonia products since before he became an ambassador. We asked him to tell us about some of his favorite items that he uses in his daily trail running.
A necessity for trail running in hot weather.
(left) Duckbill Cap ￥5,280
(center) Duckbill Shorty Trucker Hat ￥5,940
(Right) Duckbill Trucker Hat (personal item)
For me, the Duckbill Cap is a must-have for trail running in hot weather. It is highly breathable, dries quickly even if you sweat, and you don't feel stressed even if you wear it for a long time. It is also conveniently foldable and can be stored in a backpack. When you actually take it to the mountains, you can really feel its high functionality," says Kimura.
Tops are used according to season and occasion.
(Left) Men's Long Sleeve Capilene Cool Lightweight Shirt (personal item)
(R) Men's Ridge Flow Shirt ￥8,800
The Capilene Cool Lightweight Shirt is a great choice in the chilly spring and fall months. It is used over a hoodie or shell. The fabric is thin, so there is little discomfort even when layered. The "Ridge Flow Shirt" is especially useful during the hot midsummer months. It is also suitable for Japan's hot and humid climate, as it is sweat-absorbent and dries quickly," says Kimura.
Excellent comfort for long trail runs.
(L) Men's Airshed Pro Pullover ￥19,800
(Right) Strider Pro Shorts 5" ￥12,100
The Airshed Pro Pullover and Strider Pro Shorts are also essential items for my trail running. The Airshed Pro Pullover is attractive because it keeps the heat in and allows me to easily adjust my body temperature while wearing it. It is especially useful for long races, self-challenges, and other activities that require long hours of activity.
The "Strider Pro Shorts" feature five pockets around the waist. You can smartly store your cell phone, keys, gels, and various other items. The brief-shaped liner is comfortable to wear and keeps you comfortable even after long hours of continuous wear," says Kimura.
The items listed here include products from the past, and similar products may not be available at this time.
Based in the rich natural environment of Kijimadaira Village in Nagano Prefecture, Ms. Kimura has been involved in a variety of activities, such as promoting trail running and community development. As a newly appointed Patagonia ambassador, Kimura will also serve as a spokesperson for the brand's philosophy and values.
What kind of future does he have in store beyond his gaze? We cannot take our eyes off their future activities.
Photo_Kanta Nakamura
Text_Issey Enomoto
