#Japan #Tokyo #brand refresh #Corporate Identity #Sports Navi

Sports Navi Corporation: A New Chapter in Branding

On December 1, 2025, Sports Navi Corporation announced a comprehensive rebranding initiative, marked by an overhaul of its corporate philosophy, brand logo, and corporate website. This strategic move is a significant effort to solidify their commitment to promoting a "rich sports life" and delivering this vision to society.

In this rebranding process, the company has redefined its purpose, mission, and vision. The revised elements are outlined as follows:

• - Purpose: Realizing a rich sports life
• - Vision: At the Center of Daily Life
• - Mission: Leading Japan's Sports Digital Transformation

Previously, the mission aimed at "realizing a rich sports life" has been repositioned as the company's purpose. The vision emphasizes making sports an essential part of daily living, encapsulating their aspiration to elevate sports within people's lives. The mission now focuses on leading the digital transformation in Japanese sports, utilizing new technologies to benefit and develop the operations of sports organizations.

As a visual representation of this corporate ethos, Sports Navi has developed a new logo that not only preserves the core values of "stability" and "trust" but also conveys the essence of "innovation" and "activity," reflecting the evolution of the brand. The revamped corporate site is designed to immerse visitors in the vision Sports Navi aims to create.

Comments from the Leadership

Keiichi Koyou, CEO
In commenting on this rebranding initiative, Koyou stated that the changes are not drastic but rather an update that builds upon the established values while adapting to contemporary times. He emphasized that the rebranding began with a review of the foundational elements—purpose, mission, and vision. This process involved extensive brainstorming and discussions with all employees, culminating in a carefully constructed outcome. He reaffirmed Sports Navi’s commitment to contributing to sports in Japan through the mission of digital transformation.

Hiroyuki Ishiwatari, Brand/Design Director
Ishiwatari shared that the goal of the rebranding was not merely to create a new design but to effectively convey the message and engage audiences in meaningful ways. He expressed confidence in Sports Navi’s future, stating that the company will continue to advance towards the realization of a future where the value of sports seamlessly blends into everyday life, supported by the new brand identity.

Overall, the rebranding of Sports Navi represents a dynamic shift aimed at enhancing the role of sports in society while embracing modern technological advancements. It demonstrates a thoughtful approach to corporate identity that focuses on more than just aesthetics, but instead prioritizes meaningful connection and engagement with its audience. The organization is committed to leading the charge in digital transformation within the sporting realm, creating opportunities for growth and innovation in the industry.