The Upcoming Launch of the Shoe Project Aimed at Promoting Health and Activity

Kickoff for the Shoe Project

The Sports Agency of Japan is set to introduce the "Shoe Project" in September 2026, focusing on promoting physical activity and health through the foundation of comfortable footwear. The initiative, inspired by the fusion of 'shoes' and 'project', aims to naturally increase daily movement by encouraging the use of well-fitting shoes. The overarching goal is to foster the habit of exercise, enhance overall well-being, and create a society where being active feels natural.

To commemorate the launch, a press event is scheduled for August 27, 2026, featuring speakers from various sectors, including sports manufacturers, retailers, IT companies, and educational institutions. The event will kick off with an overview of the project presented by Sports Agency Commissioner Junichi Kawai, followed by exciting panel discussions themed "The Future of the Shoe Project" and "Shoe Project in Lifestyle". Attendees can also expect exhibition booths from supporting organizations at the venue.

Details of the Upcoming Event

Date: August 27, 2026
Time: 13:00 – 14:45 (Registration opens at 12:30)
Location: Auditorium, 3rd Floor, Ministry of Education, Culture, Sports, Science and Technology
Organizer: Sports Agency

Program Includes:

1. Commissioner Kawai's introduction to the Shoe Project.
2. Interactive talk sessions with representatives from supporting organizations, focusing on:
- Part 1: "The Future of the Shoe Project"
- Part 2: "Shoe Project in Lifestyle"
3. Photo sessions with participating organizations.
4. Group interviews with Commissioner Kawai.

Supporting Organizations:

- Sports Retailers
- Footwear Manufacturers
- IT Companies
- Educational and Research Institutions
- Local Governments

Why Focus on Shoes Now?

Despite more attention being drawn to physical activity, only about 50% of adults over 20 engage in sports or exercise at least once a week, a percentage that notably decreases among those in their 20s to 50s. Barriers such as "lack of time" and "feeling overwhelmed" prevent individuals from adopting active lifestyles. The Shoe Project aims to address these challenges by making physical activity more accessible through everyday footwear.

By emphasizing sneakers and comfortable shoes in business environments, people can easily incorporate walking into their routines—taking the stairs, walking an extra station, or enjoying a lunchtime stroll—which promotes both health and productivity.

Expanding the Culture of Movement

The Shoe Project is not about promoting footwear alone; it's about creating a culture that embraces activity. By collaborating with various stakeholders including corporate health initiatives, local governments, and health industries, the aim is to establish a society where wearing comfortable, supportive shoes and staying active becomes second nature. Particularly, the focus is on encouraging working-age individuals to wear suitable shoes, fostering an environment where they can confidently embrace a more active lifestyle.

Invitation for Supporting Organizations

The call for organizations interested in supporting the Shoe Project commenced on July 24. Those dedicated to encouraging a more active daily life are invited to join the initiative and enrich the project's goals. For further information and collaboration, please visit the official website.

Access here: Shoe Project Official Site

Post approval by the Shoe Project administration, selected organizations will be granted permission to use the project logo and will be featured on the official website. Should they prefer otherwise, they may opt out of the listing.