On January 2 and 3, 2025, the 101st Hakone Ekiden captivated audiences not only with its thrilling races but also with Sapporo Holdings' impactful commercial featuring popular rapper KID FRESINO. The warm reception of the commercial underscored how seamlessly it wove together the spirit of competition and inspiration, making it memorable for viewers.
Starting at Lake Ashi and culminating at Otemachi, the Hakone Ekiden is one of Japan's most prestigious long-distance relay races, attracting thousands of participants and millions of viewers. Each year, the event garners attention from not only sports fans but also brands eager to associate their names with this cultural phenomenon. This year, Sapporo Holdings took the opportunity to showcase its commitment to supporting athletes and aspiring runners alike with its poignant commercial.
KID FRESINO’s performance stood out, as he delivered powerful, thought-provoking lyrics layered over scenes of runners training fervently. One notable lyric from the commercial includes, “What is the true identity of the wind blowing this year? Is the tailwind lifting the tape high?” His lines not only highlight the physical exertion of the athletes but also evoke relatable emotions of striving for success.
Fans who caught the commercial during the live telecast took to social media to voice their admiration. “This commercial is fantastic; I didn't realize rappers could be poets until now,” one user remarked on X, highlighting the lyrical depth of KID FRESINO’s contribution. Another viewer shared, “I was moved to tears by the commercial,” showcasing the emotional resonance it had with audiences. The sentiment was echoed widely, as many expressed surprise and appreciation for the artistry conveyed through the ad.
According to the official statement from Sapporo Holdings on their YouTube channel, the commercial was crafted to appeal not just to participants of the Hakone Ekiden but also to younger generations—specifically elementary and junior high school students. The communications team emphasized, “This commercial is not just for the runners of the Hakone Ekiden but also for young elementary and junior high school students who aspire to reach their goals.” This initiative effectively connects the brand with the ambitions of the youth, highlighting the importance of perseverance and the pursuit of dreams.
What differentiated this commercial was its high-quality production and cohesive narrative, elements which seemed to resonate with viewers deeply. One fan commented, “The person who cast KID FRESINO is a genius!” Implications of the casting choice reflect the increasing trend to involve influential figures from various cultural spheres within sports marketing, enhancing relatability and outreach.
Throughout the live broadcast, the Hakone Ekiden showcased the extraordinary talents and teamwork exhibited by athletes, echoing the commercial's themes of determination and hope. The blend of athleticism and artistry has created lasting impressions, solidifying the connection between the event and Sapporo's branding efforts.
The 2025 Hakone Ekiden will undoubtedly be remembered for the remarkable races and the emotional undertones brought forth by Sapporo Holdings’ commercial. Viewers are left inspired, contemplating not just the physical goals of the athletes but also their own ambitions and dreams.
By using the Hakone Ekiden platform to inspire the next generation, Sapporo Holdings has reaffirmed its role as not just a spectator of athletic events but as an integral participant fostering community spirit and motivation through innovative advertising.