Achilles' 'Syunsoku' Shoes for Kids Wins Japanese Naming Award

Achilles' 'Syunsoku' Shoes: A Winning Naming at the 2025 Awards

Achilles Corporation, based in Shinjuku, Tokyo, has made headlines with its children’s shoe line, 'Syunsoku,' winning the Excellence Award at the 2025 Japanese Naming Awards. Organized by the Japan Naming Association, this prestigious honor emphasizes the value of outstanding branding in product recognition and success.

The Concept Behind 'Syunsoku'

The name 'Syunsoku,' which translates to 'swift foot,' embodies the vision of creating shoes that allow children to run freely and confidently, without the fear of tripping or falling. The slogan “Make a difference at the corner!” reflects this dedication to providing kids with the ideal footwear to support their active lifestyle. At the heart of this innovative creation is the unique 'asymmetrical sole' design, breaking traditional molds to enhance running capabilities.

The name itself serves a dual purpose: it evokes a sense of speed while also supporting children's innate desire to be fast. The powerful combination of these ideal features aligns perfectly with the hearts of young runners everywhere, encouraging them to push their limits.

Why 'Syunsoku' Won the Award

According to the Japan Naming Association, the name 'Syunsoku' succinctly encapsulates the developers' aspirations into a catchy and impactful phrase. It artfully conveys both agility and speed, appealing to the emotions of children who wish to run faster. The name also resonates with parents, as many kids often plead, “Please buy me 'Syunsoku!'” This natural desire triggered by the name is one of the key factors for its recognition and acclaim. The Association believes that effective naming can significantly influence product sales while instilling excitement and dreams in consumers, further solidifying 'Syunsoku' as a commendable example.

The 'Syunsoku' Journey

Launched in May 2003 under the catchy tagline, “Make a difference at the corner!!,” 'Syunsoku' is not just a brand but a commitment. The shoes are designed based on the philosophy of 'foot growth,' reflecting the developmental needs of children’s feet with precise building and reduced strain. More than 84 million pairs have been sold, proving its popularity and effectiveness.

As the brand celebrates its 20th anniversary in 2023, 'Syunsoku' has taken steps to refresh its identity by redefining its brand statement: “Supporting the courage and excitement to pursue dreams, these shoes are made for children.” This renaming emphasizes the brand’s dedication to creating inspiring experiences through a product that not only enhances physical activity but also fosters dreams.

For more information, visit the official 'Syunsoku' website at Syunsoku Official.

About the Japanese Naming Awards

The Japanese Naming Awards celebrate exceptional naming in the industry, supported by associations like the Patent Office. Its mission is to improve the quality and value of names within society, enhancing cultural richness and contributing to industrial advancement. By promoting awareness through evaluation and engagement, the awards aim to foster a thriving environment surrounding naming.

Learn more at the official Japanese Naming Awards site.