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Audio Japan 〜Learning Japan with You〜
This podcast is to dive into Japanese culture, trends, and so on.
Through Audio Japan, I aim to make you like Japan more,
help you chat with people in your day-to-day life, have business meetings,
and communicate with people from different countries.
If you wanna listen to the episode in Japanese, go to the podcast
Audio Japan 〜Learning Japan with You〜
The audio is available on Spotify, YouTube, Apple Podcast, and so on.
My name is Taiki Arai, and I am an educational designer.
導入：厚底シューズ論争と箱根駅伝
As you are listening to this, have you ever heard of the shoes with a thick-soled controversy?
You have definitely never heard of it.
What do you mean by a platform shoes controversy?
Arguing over hate? You might have thought so.
Actually, in the long-distance community,
shoes with a thick sole have been the norm in Ekiden and marathons for about 5 years now.
So again, the content of my talks this time is about the Hakone Ekiden.
You may think, how much? Can you talk about just the Hakone Ekiden?
But the Hakone Ekiden is a great content.
It has been held for 100 years, and I think I have to use that merit to the fullest.
In the first half, I will talk about the shoes with a thick-soled controversy,
and in the second half, I will talk about that thing on the uniforms of each university.
Let's get started.
厚底シューズの普及とNikeの台頭
The first content is the shoes with a thick-soled controversy.
Thick-soled shoes became known in Japan as far back as the Boston Marathon in April 2017.
At that time, Suguru Osaka, running his first marathon, placed third in the Boston Marathon.
As a side note, Osaka achieved a 6th place finish at the Tokyo Olympics,
and I have the impression that he has been on his own path since his high school and college days in the track and field community.
In fact, those who enter universities in the Kanto region spend 4 years with the Hakone Ekiden as one of their goals.
But at that time, Osaka spent his days at Western University aiming for the world in track events such as the 5,000m and 10,000m.
By the way, his wife is from Fukui Prefecture, just like me.
Back to the Boston Marathon, it had been 30 years since Toshihiko Seko won the Boston Marathon,
and Osaka was wearing thick-soled Nike shoes.
At that time, when I saw the shoes, I thought,
Wow, Osaka is wearing Nike shoes.
I still have an impression of Osaka because he had been wearing Mizuno shoes until then.
The following year, in 2018, Toyo University actively wore thick-soled shoes and achieved good results in the Ekiden,
and gradually the university long-distance and industry athletes switched to Nike thick-soled shoes from ASICS and Mizuno,
which dominated the market share at the time.
In fact, Nike's share in the 2017 Hakone Ekiden was only 17.1%,
but since the introduction of thick-soled shoes, Nike's share has increased year by year,
and I noticed that 95% of the runners in the 2021 Hakone Ekiden were wearing Nike thick-soled shoes.
Since 21 teams participate in the Hakone Ekiden every year, with 10 runners from each university,
this means that more than 200 runners wore Nike shoes.
Wow, that is really amazing.
市場シェアの変化と他社の反撃
If I were in charge of shoe manufacturers other than Nike, I would have been drenched in cold sweat.
If they could not introduce their shoes at the Hakone Ekiden, the biggest PR event for shoe manufacturers,
they would not be known to junior high school and high school students, or even citizen runners.
It would be like throwing away billions of yen in advertising.
On the other hand, three years later, Nike unexpectedly lost its majority in this year's Hakone Ekiden,
while ASICS and Adidas recovered.
Nike had 98 runners for 42.6%,
ASICS had 57 runners for 24.8%,
and Adidas had 42 runners for 18.3%.
These three companies accounted for about 85% of the total.
After Puma came in 4th with 20 runners for 8.7%,
Mizuno came in 5th with 3,
On with 3,
Hoka with 2,
and New Balance,
Under Armour,
and Brooks with 1 runner.
While it was surprising to see Nike fall below the majority,
I have the impression that ASICS has recovered considerably.
ASICS released six-solid shoes in March 2021 in response to Nike's six-solid shoes.
Specifically, the company offers two types of shoes,
the Metaspeed Sky, which is designed for stride-type runners,
and the Metaspeed Edge, which is designed for pitch-type runners.
厚底シューズがもたらす影響と今後の戦略
The widespread use of six-solid shoes has also changed the areas where injuries occur.
While six-solid shoes, which had been the mainstream until then,
caused many people to suffer from shin sprains,
acute tendons, and knee injuries.
Six-solid shoes cause hip and buttock injuries,
as well as fatigue fractures.
The shoes can affect the way you run and the parts of your body where you train your muscles.
Since all manufacturers released six-solid shoes,
I thought that if I compare them only in terms of function,
they may not be that different.
Since the competition for the running shoe power can change quickly in a few years,
when I thought about what kind of strategies each company will develop for PR and marketing in the future,
I wondered if it might be in the uniforms and university partnership
that I deal with in the latter part of the market.
Then, while six-solid shoes are generally introduced,
大学ユニフォームとメーカー提携
a closer look at the uniforms of each university shows the logos of sports manufacturers and sponsors.
First, let me talk about the former.
Looking at the logos of the schools participating in this year's Hakone Ekiden,
you can see that Mizuno, six schools,
Ose University, Soka University, Nihon Taiku Daigaku University,
Nichida University, Kanagawa University, and Kokushikan University
are six, four schools,
Waseda University, Teikyo University, Chuo Gakuin University, and Yamanashi Gakuin University.
Like five schools,
Kamazai University, Chuo University, Toyo University, Meiji University, and Tokai University.
Adidas, four schools,
Aoyama Gakuin University, Kokugakuin University, Daito University, and Tokyo Nogyo University.
Fuma, two schools,
Josei University and Bikkyo University.
New Balance, one school,
Juntendo Gakuin University,
On, one school,
Tsuruga Daidai University.
The manufacturers listed in the uniforms provide shoes and clothing to the runners,
and I have the impression that sports manufacturers have been cooperating with runner training in recent years.
For example,
Fuma has concluded partnership agreements with two schools,
Bikkyo University and Josei University,
and invites them to join the Fuma elite running team in the U.S. to gain valuable experience.
Nike has also arranged to overseas races and training camps,
including inviting Toyo University, its U.S. headquarters, to experience local road races.
Adidas also sends athletes from Kokugakuin and Aoyama Gakuin Universities to ultra-high-level races
sponsored by the company,
providing opportunities to run with world-class athletes.
This is my personal prediction,
but I have a feeling that about three of the universities currently under contract with Japanese makers
will change to some foreign manufacturers in a few years.
For the players and directors,
universities that have a large budget or offer overseas placement opportunities
are more likely to provide opportunities for growth.
スポンサーロゴの解禁と商業化
Next, I'd like to talk about sponsored logos.
If you look closely at the uniforms of various universities,
you will see that some universities have sponsored logos on the right chest area.
Originally, the rules prohibited sponsored logos on uniforms,
but following the revision of advertising regulations
by the World Association of Athletic Federations,
the Japan Association of Athletic Federations adopted a new rule.
The same sponsored name was allowed to be placed in one place on the shirt
and one place on the pants,
with a logo within 40 square centimeters and 5 centimeters in height.
This one was lifted by Aoyama Gakuin University director, Mr. Hara.
Believe it or not,
this has an effect of several billion yen in terms of advertising costs.
Among the offers from various companies,
Aoyama Gakuin chose the government rather than a private company as Myoko City.
The reason for this is that since 2004,
when Mr. Hara took office,
he has visited the city every year at a training camp.
Myoko City is a perfect place for skiing,
with easy access from Tokyo and hot spring resorts in winter.
I hope I can help boost the city,said Mr. Hara.
Toyo University has the logo of Itoen's healthy mineral mugicha,
and Meiji University has Sato Foods' Sato no Gohan on its right breast,
on its right chest.
箱根駅伝を彩る「きぬた歯科」の衝撃
今年の最も興味深い発表の一つは、
箱根機電のキヌタデンタルクリニックでした。
デンタルクリニックは八王子市に位置しています。
市内には250つのアドバンスがあります。
いくつかは、
プリジュメーターが祈る場所を作っているのにとてもエネルギーです。
アドバンスに描かれた男性は、
キヌタ博士、クリニックの監督です。
キヌタ博士は、
テレビやバラエティーショーやラジオによく出てくる男性の一人だそうです。
私はテレビやバラエティーショーを全く見ていないので、
彼のことを聞いたのは初めてです。
6区の冬は補正大学のランナーでしたので、
彼のインタビューは放送されていましたが、
事故が起こりました。
ニッテレからの人がキヌタ博士のロゴの前にマスコットを持っていると教えてくれました。
その結果、キヌタ博士のロゴが見えませんでした。
しかし、このことによって、
視聴者は、
この混乱したロゴに何が起こっているのか疑問に思い始めました。
その結果、視聴者はロゴに興味を持っていました。
他にも、
私がキヌタ博士の研究をしていたとき、
マーケティングで彼が登場しました。
マーケティング情報を提供しています。
私はこの文章の最初の部分からコメントを読みます。
このサイドボードのオーナーはヤスカズ・キヌタ博士です。
キヌタ博士のデンタルクリニックのディレクターです。
デンタルクリニックの年間の銷售は50万円と言われています。
キヌタ博士は年間の銷售は1.6億円以上と言われています。
多くのストアを開くことなく、
西八王子駅の前に一つのストアがあります。
デンタルクリニックの価格は約50%ですが、
彼らがどれだけの利益を生み出しているのか想像するのは難しくありません。
キヌタ博士のデンタルクリニックの年間の銷售費は約250万円と言われています。
2023年の年間の銷售費は約250万円と言われています。
この文章は支払い文章なので、
詳細な部分があるかもしれませんが、
このエピソードでは、
シューズ、マニュファクターのロゴ、スポンサーのロゴについてのストーリーを開発しました。
箱根駅伝のランナーはビルボードを走っていると考えました。
「走る広告塔」としてのランナー
箱根駅伝のランナーはビルボードを走っていると考えました。
良い成果を生み出す場合は、会社、大学、視聴者に発言することもあります。
悪い成果を出す時は、私には批判があります。
私は、スポーツの中でうれしいキャラクターを制御する方法が重要だと考えました。
Audio Japan。
learningJapan with you.
終わりの時間を待ちました。
実は、私が話したい秘密の秘密は一つあります。
博士院に通って要請がたくさんありましたが、
とても大変だと感じました。
では、この表記をわたって、
まとめの一部に記載します。
興味があれば、お楽しみください。
私は、箱根の駅伝などを含めて、
車道町のエキデンについて、
強烈に再度表明しました。
私は先日行われた国際女子大学大会を簡単にご覧いただきました。
そして、私は来週の国際男子大学大会を始めから終わりにすることを予定しています。
そして、将来の箱根大会については、私は2024年12月に再び行います。
楽しみにしていてください。
日本語を勉強するために、オーディオジャパンのポッドキャストを聞いてください。
オーディオジャパンから聞いてください。
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最後までご視聴ありがとうございました。
私の名前はタイケアライです。
ありがとうございました。
