#Japan #Sports Innovation #Saitama #Women's Issues

Introduction

In a significant move toward addressing societal challenges faced by women, The Small Things Co. (Tokyo, Minato) is kicking off the Saitama City version of the Sports Open Innovation Platform (SOIP) for 2025, in collaboration with the Saitama Sports Commission (SSC), based in Saitama. This initiative aims to engage corporate partners through collective innovation with female athletes to tackle various women's issues.

The Program's Goals

Since the launch of SOIP last year, both the Urawa Red Diamonds and Omiya Ardija, professional soccer clubs, participated as athlete partners to explore innovative business creation through sports and other industries. This year, the program will expand its reach significantly by engaging a larger number of female athletes and sports teams, focusing specifically on the societal challenges that women face. The program's main goal is not just to innovate but also to create impactful solutions that will resonate in society.

The Collaborative Approach

The program emphasizes a unique athlete-driven collaboration model, marking its position as an unprecedented initiative in Japan and garnering international attention. Through dialogue between athletes and corporations, participants will refine their ideas for social implementation and business development, aiming to create solutions that will make a substantial difference.

Continuing from last year, The Small Things Co. will also design the process and provide support throughout the program. They possess significant experience in collaborating with local governments across Japan, including collaborations in areas such as Ureshino, Saga Prefecture, focusing on sport-oriented co-creation projects. This expertise will facilitate effective partnerships between companies and athletes.

Focused Collaborative Themes

This year's program has established four prominent themes aimed at solving women's social issues:
1. Health Engagement: Focused on areas like menstruation, pregnancy, and childbirth, this theme addresses health-related constraints and anxieties, striving to create an environment for women to participate actively in sports and work.

2. Supporting Freedom to Act: This theme tackles the challenges posed by life stages such as pregnancy and lack of venues for activities, promoting a society where women can continue their endeavors free from hindrance.

3. Cultivating a Non-discriminatory Society: Through discussions led by athletes, this theme aims to diminish gender stereotypes and unconscious biases, striving to create an inclusive environment where everyone can contribute equally.

4. Expanding Women's Participation: This theme urges women’s participation in traditionally male-dominated fields like STEM and digital transformation, leveraging sports as a platform for fostering diversity and innovation.

Participants and Athlete Involvement

The program has attracted notable female athletes as potential partners, such as:

• - Risa Ikadai: Futsal player representing women’s futsal in Japan.
• - Ari Ito: Former Olympic marathon representative, Sydney 2000.
• - Nozomi Oike: A veteran marathon runner with experience in competitive races.
• - Kana Ohyama: Former volleyball player, having represented Japan at the Athens Olympics.
• - Ayana Onoduka: Bronze medalist in freestyle skiing from the Sochi Olympics.
• - Madoka Kobayashi: Current 3x3 basketball player representing Japan.
• - Toda Chuo Medics Saitama: A women's softball team actively engaging with the community.
• - Mamai Murakami: A former Olympic gymnast who won a bronze medal at the Tokyo Olympics.

Each athlete will share their unique experiences and expertise, collaborating with companies to address proposed challenges. The matching of companies and athletes will be based on strategic alignment with the themes and interests of the individuals involved.

Event Schedule

The program schedule includes critical dates starting from September 10, 2025, when applications open, leading up to a final presentation of business proposals on March 24, 2026. These events include an application briefing session on September 19 and initial stakeholder meetings shortly after.

Benefits for Companies

Participating firms in the SOIP program can enjoy numerous advantages, including access to seasoned mentors across various industries, funding support for business development, and connections with local regional stakeholders, maximizing their impact within the community. This partnership not only opens avenues for corporate social responsibility but also enhances brand value through engagement in diverse and innovative projects.

Conclusion

As Saitama City and the SSC launch this exciting phase of SOIP, the focus on leveraging sports to foster innovation and tackle women's societal challenges presents a groundbreaking opportunity. Corporations interested in joining this initiative are encouraged to embody the spirit of collaboration and join forces with elite athletes towards a common goal. For more information, visit the program's website.