Overview

Dai Tamesue, a former 400m hurdler who calls himself the “Public Relations Manager for Track and Field.” Although he is one of the world’s top hurdlers, Mr. Tamesue wants to increase the recognition and popularity of track and field as a whole and increase the number of athletes. The project started when he won a prize of 10 million yen on a TV quiz show. With the cooperation of the Japan Association of Athletics Federations, the Tokyo Metropolitan Government, and companies that agreed with Mr. Tamesue’s ideas, an athletics competition was held in the office district of Marunouchi, Tokyo. The unique idea of creating an athletics track on the street in the heart of Tokyo attracted a great deal of attention both domestically and internationally.

URL: tokyostreet.jp

Activities

SUNNY SIDE UP was responsible for promoting the project, including sales to sponsoring companies, planning, operations, production, and PR and promotion activities.

In implementing and operating the event, we gained the cooperation of the Japan Association of Athletics Federations and the Tokyo Metropolitan Government (as PR leading to the Tokyo Olympic bid). Sprinters running in front of a large audience and the press gathered from Japan and overseas, pole vaulters jumping over bars higher than traffic lights, and Mr. Tamesue clearing hurdles with his refined technique evoked emotion in the audience and were broadcast to the world through many domestic and international media outlets.