Brand Plan

More than 90 years had passed since the birth of JAAF (Japan Association of Athletics Federations), and within that time, JAAF’s roles needed to diversify because the definition of athletics has expanded from being around competitions for committed athletes to also being for a society that is changing to be more health conscious about their fitness and everyday wellness. As Tokyo hosts the biggest sporting event in the world in 2020, which is predicted to further stir up new values and place the importance of sports more than ever before, JAAF were determined to position themselves under these new sets of circumstances with a look into the future. Naked not only helped re-define their brand, but also strategically considered how the influence of 2020 will shape and evolve Japanese society and athletics culture in the next 10 to 20 years, and more importantly what JAAF can do for athletics and for everyone in society. Putting to use the Naked Molecule, we held several bootcamps to build JAAF’s brand strategy towards 2040, and based upon the identified strategy we developed a brand slogan “Live Athletic” which is part of JAAF’s VISION and is still used today.