KOTONA Showcases Unique Marketing at Japan Sports Week 2026 with Star Athletes

KOTONA at Japan Sports Week 2026

The advertising agency KOTONA, headquartered in Osaka, has made an impressive splash at the Japan Sports Week 2026, held from April 15 to 17. With its unique theme of 'CIRCUS', the booth stood out with a striking red and white striped tent design, symbolizing the company’s innovative approach to marketing. This creative environment attracted a steady stream of visitors, keeping the booth buzzing with activity from start to finish over the three days.

Star-Studded Guests

On April 16, Masahiro Itoi, a former professional baseball player and KOTONA’s special advisor, conducted a public consulting session titled “A Person Who Returns Your Promotion.” Fans and business professionals flocked to the booth to hear his insights, creating an electrifying atmosphere as they surrounded the stage.

During the session, Itoi shared his experiences with projects he has collaborated on with KOTONA, particularly highlighting his involvement in the early stages of a project with Asahipen, a prominent paint company. His down-to-earth yet humorous interactions, as he engaged directly with the audience, made it clear that he is not just a guest but a genuine business partner.

The enthusiastic audience hung on every word, eager to absorb Itoi's professional wisdom and personal anecdotes. Following the talk, he remained at the booth for individual discussions, demonstrating his commitment to addressing the business challenges faced by attendees. This revealing glimpse into his dual role as both an athlete and businessman left a lasting impression on everyone present.

Conversations on Athlete Co-Creation

The final day, April 17, featured Nana Takagi, a gold medalist speed skater, who discussed the integration of athletes into corporate strategy rather than relegating their roles to mere branding. Takagi, alongside KOTONA’s representative Yamazaki, opened a conversation about the realities athletes face in securing sponsorships and how this can be a daunting prospect for companies as well.

She emphasized the unwavering commitment of athletes, noting that those who receive sponsorship tend to repay it with dedicated effort. By citing her experience with the CBD skincare brand 'CANNA', she illustrated the concept of 'co-creation'—where both athletes and companies work towards shared goals, thus enhancing mutual value further.

About KOTONA

KOTONA operates under the principle of bringing happiness and innovation to society through creative ideas and engaging marketing strategies. Located in the JP Tower Osaka, they focus on numerous sectors such as sports and beauty while providing regionally-rooted advertising solutions that tackle various challenges faced by businesses and brands. For more information, visit their official site at KOTONA.