The Campaign

We developed fun sports that people who are not good at sports want to participate. And they could get entertainment and health by playing the new sports. “YURU SPORTS” Your age, gender, and physical capabilities don’t matter. You can laugh while getting exercise. For example, <Baby basketball> If you’re not gentle with the ball, it will cry. Gender and frame size are irrelevant. Housewives are able to win against professional basketball players. <Imomushi (caterpillar) Rugby> A rugby game played with the upper body. Wheelchair users, who use their upper bodies on a regular basis, have an advantage. <Zombie Soccer> Zombie masks are worn and players are unable to see relying only on the ball’s voice to play. People with poor eyesight really take charge in this game. etc,,

Creative Execution

We developed more than 50 types of Yuru Sports. We brought about a Yuru Sports movement and held a Yuru Sports Festival. Currently Yuru Sports is receiving so much attention the Commissioner of the Japan Sports Agency has also tried it, and we are creating a further movement involving local governments, universities, and sporting goods manufacturers. What was once a disadvantage now works as an advantage in this large volume of newly developed sports. Because if we made a sport for every type of disadvantage, surely everyone would a find a sport they are good at. These new sports were developed jointly with professionals in each industry. For example, people in wheelchairs, people with disabilities in the eyes, professional athletes, occupational therapists, doctors, fashion designers,Mothers with children. and so on. We brought about a Yuru Sports movement and held a Yuru Sports Festival.

Results

Currently Yuru Sports is receiving so much attention the Commissioner of the Japan Sports Agency has also tried it, and we are creating a further movement involving local governments, universities, and sporting goods manufacturers. The Japan Sports Agency is quoted as saying, “We’d like to lower the mental hurdle for sports like Yuru Sports does and popularize sports people can easily enjoy.” We got the following results. ? Participants: 10,000+ people ? Media exposure: Picked up by more than 150 media outlets including major TV stations. ? Converted advertising cost: Greater than 1.69 billion yen. ? However nothing has been spent on advertising ? Picked up on overseas media and events held overseas. We succeeded in redefining sports, not as something that only the chosen can compete at, but as something that everyone can enjoy equally.

Because we proposed directly a whole new sports for people who are not good at sports.We developed fun sports that people who are not good at sports want to participate. And they could get entertainment and health by playing the new sports.

It is difficult for people who are not good at sports to like to forcibly play existing sports. So, we invented sports where they become heroes by listening to their opinions. These new sports were developed jointly with professionals in each industry. For example, people in wheelchairs, people with disabilities in the eyes, professional athletes, occupational therapists, doctors, fashion designers and so on.