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Embracing the Heat: The Launch of COOL SHADER's New CM

As summer approaches, the sweltering heat presents a daunting obstacle for athletes. Japan Sigmax Corporation, headquartered in Shinjuku, Tokyo, aims to combat this challenge with their latest addition to the ZAMST line: the COOL SHADER, a hooded cooling poncho vest. The new TV commercial (TVCM) premiered on April 30 and is now available on the COOL SHADER special webpage. The commercial embodies the brand's commitment to empower athletes facing heat by showcasing the transformative effect of their innovative product.

CM Concept and Highlights

The central message of this commercial is encapsulated in the phrase, "Wrapped in coolness, we challenge ourselves." This encapsulates the immediate sense of security felt when donning the COOL SHADER and symbolizes the positive change that follows. The scenes depict athletes navigating under the scorching sun, having their expressions and postures enlivened as they envelop themselves in the refreshing COOL SHADER. Through dynamic graphic representations and impactful visuals, the commercial effectively conveys the harshness of extreme temperatures and the refreshing transformation enabled by the poncho vest.

Furthermore, the commercial creatively incorporates the routine of using the COOL SHADER—"wet, wring, shake, and wear"—highlighting how athletes can take instant action against heat exposure. COOL SHADER aspires to be an indispensable partner for those willing to take on challenges, effectively encapsulating this sentiment through both visual storytelling and compelling messaging.

What is the ZAMST COOL SHADER?

The ZAMST COOL SHADER is specifically designed for athletes and sports enthusiasts, offering features that effectively counteract the oppressive heat experienced during sports activities and spectating. The initial COOL SHADER poncho was launched in 2020, followed by the vest iteration introduced in 2025. The garment is simple to use—just wet it, wring it out, give it a shake, and wear it to reap the cooling effects of evaporative cooling that can lower skin temperature by up to 15°C.

With its hood structure, the COOL SHADER provides excellent coverage up to the neck area, enhancing protection against the sun's rays. As of 2026, the upcoming editions will not only block 99% of UV rays but also absorb approximately 74% of near-infrared radiation, which is commonly responsible for skin overheating. This makes the COOL SHADER an ideal choice for outdoor activities, ensuring ample UV protection even in direct sunlight.

Learn more about the COOL SHADER hooded poncho here and the COOL SHADER Active Vest here.

COOL SHADER New CM Overview

• - Title: "Wrapped in coolness, we challenge ourselves: COOL SHADER"
• - Release Date: April 30, 2026
• - Public Screening Information: Available on the dedicated COOL SHADER page from April 30, 2026. There are plans for TV broadcasts soon.
• - Broadcast Area: Tokyo, Nagoya, and Osaka
• - Video Links: 15-second version | 30-second version

About ZAMST

ZAMST is a brand under Japan Sigmax Corporation, established in 1993 focused on sports support and care products. Leveraging medical expertise in orthopedics, ZAMST has continually provided innovative solutions that support athletes in minimizing injury risks. The experience and commitment built over three decades guide them in helping athletes unlock their fullest performance potential.

They proudly sponsor various sports, supporting athletes across volleyball, basketball, soccer, tennis, marathon, golf, badminton, and more. Notable partnerships include athletes such as Yushi Nishida and Akiyama Shogo, fostering a community of excellence and resilience.

About Japan Sigmax Corporation

• - Location: 1-24-1 Nishi-Shinjuku, Shinjuku City, Tokyo
• - Founded: June 1, 1973
• - Capital: 900 million yen
• - President: Yosuke Suzuki
• - Employee Count: 246 as of March 2025
• - Revenue: 14.37 billion yen for the fiscal year ending March 2025

Japan Sigmax specializes in products and services that enhance physical activity across various domains. With a strong emphasis on orthopedic fields, they have developed an array of innovative solutions, establishing brands such as ZAMST, which is highly regarded both domestically and abroad. Their vision supports healthier lifestyles, improved mobility, and overall well-being through specialized healthcare and sports support initiatives.