SEIKADAI Co., Ltd. (Headquarters: Setagaya-ku, Tokyo; Representative Director: Kenichi Gokatsude; hereinafter referred to as “SEIKADAI”) has signed a branding partnership agreement with Nozomi Okuhara, a member of the Japanese national badminton team, and has launched the athlete co-creation project “SEIKADAI Flagship Athlete”.
This project is a new partnership model that integrates video production and business development, centered around the intellectual assets (IP) of Okuhara, such as her image, story, and philosophy.
■ What is “SEIKADAI Flagship Athlete”?
This partnership is not merely a sponsorship agreement; it is a co-creative partnership that values the process of an athlete’s challenge and delivers it to society. We will focus not only on athletic ability but also on the philosophy and message that the athlete conveys, aiming to build long-term brand assets.
In this project, we place great importance on whether the athletes can send a positive message to society and whether they embody Seikadai’s philosophy and code of conduct. By designing media, business, and branding in an integrated manner, we aim to create value for athletes that goes beyond “competition” and pursue the ideal form of IP co-creation partnership.
■ Main Initiatives
In conjunction with this partnership agreement, we will implement the following initiatives:
1. Planning and production of the documentary “I HOPE.” about Nozomi Okuhara.
ICEBERG, a video media platform operated by Seikadai, has released the in-depth documentary series “I HOPE.”
The title “I HOPE.” embodies the meaning of “I = Hope,” and also expresses Okuhara’s way of life, which is one of continuous challenges. This series not only captures her on the court, but also meticulously portrays her thoughts and journey, including the behind-the-scenes aspects of matches, her daily efforts and struggles, and her experiences on overseas tours.
2. Production of Nozomi Okuhara’s official YouTube channel
Seikadai will take over the production of Okuhara’s official YouTube channel, which had been temporarily suspended, and will widely disseminate content about Okuhara both on and off the court to the world. Enjoy Okuhara’s journey and story as she heads towards the Los Angeles Olympics!
3. Various creative support
We will conduct promotional photo shoots for Okuhara, produce promotional videos, and accompany her to matches and practices for filming, thereby improving the quality and quantity of information disseminated both within and outside of her sport.
4. Management support and business production support
Through this partnership, we aim to enhance Okuhara’s value and, by combining it with Seikadai’s core businesses, “Integrated Marketing Business” and “IP & Entertainment Business Division,” we will support Okuhara’s media appearances, advertising appearances, merchandise development, and other business productions.
5. Display of logos on training wear
Seikadai’s corporate logo is being displayed on Ms. Okuhara’s training wear. All of us at Seikadai feel incredibly honored to be able to take on the world alongside Ms. Okuhara.
6. Holding of the “SEIKADAI Flagship” event
We are planning a special exhibition in the fall/winter of 2026 showcasing videos, photographs, words, and stories created during our time working alongside Okuhara as her branding partner. We hope to create a place where everyone who supports Okuhara can gather and where we can share Seikadai’s philosophy. We are currently preparing to announce more details around the summer of 2026.
■Message from Nozomi Okuhara
We are pleased to announce that we have entered into a sponsorship agreement with Seikadai Co., Ltd.
Throughout my competitive career, I’ve learned the importance of accepting the present situation, being grateful for what I have, and confronting myself. I hope to share not only the results of my matches, but also the feelings I experienced during that process, as well as my thoughts and journey as an individual, conveying the preciousness and joy of living each day to the fullest.
Through the documentary “I HOPE,” I hope that viewers will learn about the behind-the-scenes aspects of the sport and the daily efforts involved, and that they will feel that living authentically, joyfully, and with a rich inner life is itself a source of hope.
Going forward, I want to continue to cherish each day in my own way, and through sports and my interactions with people, I hope to share diverse values, lifestyles, and hope with many people.
PROFILE | Nozomi Okuhara
Born on March 13, 1995, in Omachi City, Nagano Prefecture, she is a leading female badminton player representing Japan. Known for her exceptional footwork and tenacious rallies, she is a top player on the world stage. She won Japan’s first-ever bronze medal in women’s singles at the 2016 Rio de Janeiro Olympics. In 2017, she became the first Japanese player to win the women’s singles title at the World Badminton Championships, becoming world champion. She also competed in the Tokyo Olympics, continuing to excel in international competitions as a representative of Japanese women’s badminton. Beyond her athletic prowess, her dedication to hard work and her story of continuous challenges have garnered her a large following.
■ Background of this Agreement
My first encounter with Ms. Okuhara was around 2020 when I had the opportunity to produce her official YouTube channel. Although our collaboration lasted only about a year, I was deeply impressed by her personality, thinking ability, and ability to articulate her thoughts. Working with her again someday became one of my goals after founding Seikadai.
Okuhara, who became the first Japanese woman to win a singles medal at the Rio Olympics, overcame the difficulties she faced in the selection races for the Tokyo and Paris Olympics. When I met her again last year, I felt that while her approachable personality remained the same, her attitude towards the sport and her ability to articulate her thoughts had deepened even further.
Having heard that she currently works through her own agency and is supported by a wonderful support team, we at Seikadai wondered if we could move forward together with Ms. Okuhara, and that is why we have proposed to become her branding partner.
We deeply resonate with Ms. Okuhara’s challenging spirit and the process by which she has overcome numerous difficulties, as well as her constant positive message-sending. All of us at Seikadai are very pleased to be able to take on this challenge together with Ms. Okuhara, who embodies Seika’s philosophy, “Let’s light up society. ‘Write a New Chapter, Light Our Future.'”
We aim to build a new partnership model with Okuhara, and by conveying to society not just the sport itself, but also the mindset and lifestyle of athletes, we hope to create a positive chain reaction in society. Furthermore, we aim to build a network of “SEIKADAI Flagship Athletes” together with Okuhara and several other athletes.
We hope you will look forward to Okuhara’s future successes and this initiative.
Kenichi Gokatsude, Representative Director, Seikadai Co., Ltd.
● Finally, please feel free to contact us below for project consultations, interview requests, etc.
