Spartan_Emily 3
Emily Downey

Bear crawl under barbed wire. Scramble over a 2-meter wall. Climb a rope 5 meters, hand over hand. Flip a 100 kg tire. Get a strong grip and hoist a pack weighing 50 kilograms up about 10 meters. Lug a heavy bucket for what seems forever to many.  Jump into mud, run through fire, exert your body and your will to its fullest…for what?

According to Emily Downey, Managing Director of Global Partnerships for Spartan Japan, it’s about the camaraderie, the sustainable boost to confidence, and ultimately a lifestyle that contributes to better health, and a greater chance of living a longer, more satisfying life. Spartan Race makes that happen.

Downey gave a talk at the American Chamber of Commerce Japan on November 6, 2018 entitled “Spartan: The Business of Selling Mud, Barbed Wire, and Fire – Creating a Multi-million Dollar Sports Brand in Japan in Less than 2 Years”.

Spartan_Emily

Spartan Race is the world’s largest obstacle race and endurance brand in the world, with over 1.2 million enthusiasts competing in over 200 races in over 40 countries. It is the fastest growing obstacle race, if not one of the fastest growing sports in the world. And Spartan races in Japan have been a turbo engine to the company’s global success.

Founded in 2010 in the US by Joe De Sena, a born entrepreneur and former Wall Street trader, Spartan Race established itself in Japan in 2016, thanks to circumstances that brought De Sena and Downey together in Tokyo. Thirty minutes into an initial meet-and-greet, the two immediately started making plans for Spartan’s first race in Japan.

Two years later, Spartan Race Japan is hugely successful and garners the highest ATV (average ticket value) in the world for Spartan. Additionally, thanks to Downey’s initiative, Spartan secured Spartan’s largest global partnership to date – The giant Japanese brand Rakuten, which runs the largest e-commerce platform by sales in Japan. This global partnership provides Spartan Race, in addition to financial support,  the ability to more powerfully leverage Rakuten’s digital and marketing services. The partnership also provides Rakuten with access to the massive markets of middle America, as the Rakuten logo will be seen on over a million race ‘Finisher’ shirts, as well as in Facebook livestreams of races.

Rakuten values the highly-educated, high income and diverse demographics of Spartan Race participants, making Spartan Race Rakuten’s third significant sports global partnership, after the vaunted global brands of La Liga’s FC Barcelona and the NBA’s Golden State Warriors.

At the heart of Spartan Race’s business model is the ability for organizers to engage participants in life-changing ways. Overcoming our fear of trying new things, of attempting activities that are perceived to result in failure, or even pain, is a significant part of Spartan Race’s value proposition. Through a series of challenging but achievable activities laid out across a race course in a natural open vista or a closed Stadium grounds, the organizers and its countless evangelists exhort and cajole their fellow Spartans to push themselves to climb that wall, to keep carrying that weight, to keep their eyes on the goal.

Spartan_Emily 4

Initially Downey wondered if Spartan Race could be replicated in Japan. “I was told the Japanese, particularly Japanese women, hate mud, that the Japanese just won’t do mud! The bucket carry – that’s really hard. Japanese won’t do it. I was told I was crazy to do Spartan in Japan. But the reality is, the Japanese love it. They learn like everyone else that after you achieve all that, you’re just not the same person, you have changed.”

Spartan Race is about finding levels of confidence one never though were possible. Children from the age of 5 compete. Men and women in their 70’s and 80’s compete. The disabled compete.

Spartan_Marla
Marley Sweeney

Marla Sweeney is 73 years old and has a litany of health issues, as well as artificial vertebrae implanted after being run over by a drunk driver in 2006. And yet Sweeney, inspired by her son who competed in Spartan, decided to try it, and trotted to complete a three-mile Spartan race in 2015. Since that time, she has been unstoppable, completing another 15 spartan races. And as a result, arthritic pains have washed away, as did bouts of depression.

“It’s a passion, it’s addicting and the world is brighter,” she told Runner’s World.

Kacey McCallister lost his legs at the age of six after being hit by an 18-wheel truck. Surviving was one thing. Living was another. As he relates in this video, if his mother treated him like an invalid, he would become an invalid. McCallister liked sports, but couldn’t find the right avenue…until he discovered Spartan. People thought he was crazy to even consider an obstacle race like Spartan, but he went right at it, competing for the first time in a 9-mile race, on his hands.

“When people doubt me, when people tell me I can’t do something, that fires me up. That gets me going. In fact, in this recent Spartan run, my wife said this was going to kill me.  That makes me want to do it even more.”

McCallister completed the race and many more after. And he discovered the essence of his achievement, a lesson that applies not just to he disabled, but to all people.

Disability is in your mind. People out there with a totally functioning body have this mental block. That’s all it is for anybody. It’s a mental block that says I can’t do something because….. Sure there’s a lot of people out there in wheel chairs who think,  “Oh, I can’t do it, so I’m going to stay home and play Halo for eight hours a day. They can. You have to figure out a way.

Downey explained that the ripped athletes who look like they can conquer a Spartan race in their sleep, her so-called 1% of the population, are not the ones who ‘win’ the race. She said it’s the 99% who do – the housewife, the grandfather, the office worker, the casual sportsman. She has come to understand that winning the race is not the goal for so many, that in fact, the goal is realizing the potential within, a potential that many didn’t realize even lingered inside.

In fact, Downey challenges everyone to get off the couch, and tells them they’re not “special,” that they too can do so much more. “People participate in Spartan, gain confidence, and learn they can improve their lives.” More importantly, Downey notes, the results of achieving in a Spartan Race have longer-term implications, beyond the medals. “People say that money, family, children – these are the most important things. But really, health is. Without health you won’t have any of the other important things. Spartans treat their bodies well.  They don’t dump a lot of bad stuff in it.”

In fact, as obesity continues to grow as a global health threat, De Sena calls Spartan Race “a public service.”

This is not even a business. We have no choice but to do this and convince people to start getting healthy. This is not a want to do, this is a have to do.

Toyosu aerial view
The Toyosu fish market is pictured in this photo taken from a Mainichi helicopter on July 30, 2016. (Mainichi)

The Tsukiji era is over. The Toyosu era has begun today, October 11.

After decades in the planning, the government has finally moved the fishmongers of Tsukiji to a former gas storage facility in Toyosu, about a few kilometers southeast of the famed fish market.

One of the most popular tourist attractions in Japan, tens of thousands visited Tsukji daily to enjoy the fresh seafood, and if they arrived before 5 am, as hundreds did every weekday, to watch the auction of frozen tuna laid out like lumber on the slick fishmonger floor.

Tsukiji was also a significantly large market, as over 1,540 tons of seafood valued at USD14 million or JPY1.6 billion traded hands every day. Around 650 businesses operated in Tsukiji, including 100 vegetable traders that sold 985 tons of fruits and vegetables daily, creating a vibrant community with over 14,000 workers and 28,000 buyers doing in the crammed confines of the Tsukiji market.

This coziness of Tsukiji, while part of the charm, was also part of the problem. Working within facilities originally constructed prior to World War II, Tsukiji businesses were not air conditioned, and kept their fish and vegetables fresh with crushed ice. Since storage space was limited, fish could be found stored outside, even in the summer months. The hustle bustle of Tsukji was made greater with the countless number of trucks that transported goods in and out of Tsukiji on its narrow roads.

The cramped quarters were an issue, and the move to Toyosu nearly doubles the available space for the market from 23.1 hectares in Tsukiji to 40.7 hectares in Toyosu. There were other reasons to move – the steel beams that kept the buildings up were rusting, the building standards were not up to date in terms of eartquake resistance, asbestos was said to be in the walls, and rats filled the nooks and crannies.

Tsukiji tunnel and transportation hub_Asia Nikkei
The Loop Line 2 plan, Nikkei Asian Review

And then there is the coming 2020 Tokyo Olympics, providing an extra incentive to accelerate the move. Plans for 2020 included:

  • a transportation hub of 3,000 vehicles, called Bus Rapid Transport (BRT), that would be used to move athletes, officials, and volunteers around to the various Olympic venues,
  • an extension of a major road artery, called Loop Line 2, from downtown Toranomon to Toyosu, that would allow vehicles to move unimpeded via a tunnel dug underneath Tsukiji, and
  • The Olympic Village, to be built between the Tsukiji market and Toyosu market.

When Yuriko Koike came to power as governor of Tokyo in the summer of 2016, she put a halt to the planned November 7, 2016 move of the fish market to Toyosu when high levels of a poisonous chemical, benzene, were detected in the soil and in the air of the former gas storage facility.

Tsukiji Market aerial
Tsukiji Fish Market Aerial View

Two years later, after measures to diminish the impact of the contaminents in the soil were taken, Governor Koike officially gave the go ahead to open Toyosu on October 11.

That decision has brought closure to many of the Tuskiji businesses that eventually moved to Toyosu. But the delay has left considerable uncertainty for others, according to the Nikkei Asian Review.

One party is the Tokyo Olympic Organizing committee, which gives the committee much less time to convert the Tsukiji fish market into a transportation hub. Dealing with the tens of thousands of people on the move for two weeks during the Games, in addiiton to the already congested roads and trains of Tokyo, will be a tremendous challenge, and the readiness and effectiveness of the BRT will be critical to the success of the 2020 Olympics.

Another concerned party is a group, including Mitsui Fudosan Residential, Mitsubishi Jisho Residence, Sumitomo Realty & Development and Nomura Real Estate Development, which are creating different parts of the Olympic Village. The rooms for athletes will be converted and sold as condos after the Olympics, according to Nikkei Asian Review. They write that the 24 blocks of 5,600 condominums will help drive the population of the Harumi bayside area from 12,000 today to about 29,000 in ten years.

Unfortunately, the development of the tunnel part of the Loop Line 2, planned to transport people and vehicles underneath Tsukiji, was postponed after the move of the fish market to Toyosu was postponed.

As the area of the Olympic Village is not close to any train station (the closest station being a 25-minute walk to Kachidoki Station on the Oedo Line), the developers of the condos were depending on the development of high-speed connections from the Olympic Village Harumi waterfront area to Shimbashi train station in about 10 minutes, but that possibility appears to be in jeopardy with uncertainty over the development of the tunnel.

Uncertainty doesn’t sell.

Developers are hoping to start selling the condo units before the games, aiming to sell more than 4,000 of 5,600 units. But the uncertainty over whether the BRT will be fully operational by the autumn of 2022, when new owners are scheduled to take possession, is causing worries about how this will work out.

Toyosu has opened, and the era of early morning jaunts to the fish market, standing meters from the valuable frozen tuna being hawked in auction is over. As this site explains, you will find a more antiseptic version of the Tsukiji experience.

Expect the experience at Toyosu to be different from the lively, messy but also charming and authentic Tsukiji. It seems like a very organized and sterile atmosphere—and only certain clearly-marked areas will be accessible to visitors. The times of tourists touching the price tags of tuna are over—your experience is all behind glass windows now.

Tsukiji May 1989
The author at Tsukiji one early May morning in 1989, with an ugly moustache.
Hotel New Otani 1964
Hotel New Otani, 1964

 

The novel, Olympic Ransom, (Orinpikku no Minoshirokin) by Hideo Okuda, weaves a story about the imagining of an attempted terrorist attack during the Opening Ceremony of the 1964 Tokyo Olympics. (See previous two posts for details.)

Inspector Masao Ochiai is searching for clues regarding a series of small explosions in Tokyo. The start of the 1964 Tokyo Olympics is only weeks away, and the explosions are concerning to the authorities overseeing security of Tokyo and the Olympics, wondering if this is the start of something more sinister.

Tadashi Suga is the son of the head of security for the Tokyo Olympics, and since his red sports car was seen near one of the explosions, he was targeted as a potential witness. Ochiai tracks Suga down at the poolside of the Hotel New Otani, one of the most remarkable new structures on the flat landscape of Tokyo. In fact, in 1964, the Hotel New Otani was the tallest and flashiest building in Japan.

As Bruce Suttmeier wrote in his essay, Held Hostage to History: Okuda Hideo’s Olympic Ransom:

The Hotel New Otani was built in the run-up to the Tokyo Olympics, requested by the government in response to the perceived shortage of hotel space for visitors. As James Kirkup wrote after his visit to Japan in 1965, “From the monorail or the expressway, one’s first overall view of Tokyo is of a sprawling, squat city. There were no skyscrapers until the Hotel New Otani, with its revolving circular restaurant sixteen floors up, was opened just in time for the Olympics in September, 1964. Kirkup’s comments highlight that, until building height codes were lifted in 1963, all buildings in Tokyo were restricted to under thirty-one meters. The first major structure to exceed that limit was the Hotel New Otani at five times this limit – one hundred fifty-six meters (seventeen stories, the top floor housing the revolving restaurant.

The New Otani broke the mould, setting the precedence for taller buildings across Tokyo, as well as quickly becoming a photogenic symbol of Tokyo’s transformation to a city of the future. Watch the 1967 James Bond film, You Only Live Twice, and you’ll learn that SPECTRE’s headquarters in Japan was actually the New Otani.

Okuda wrote about the shiniest objects in the Tokyo landscape to create sharp contrast with the poorest parts of Japan. But he did so also to bring to life that feeling of optimism people in Tokyo felt at the time. He expresses this sense of marvel through the eyes of Suga and his girlfriend Midori, who wend their way through Tokyo in a red Honda S600, approaching the newly constructed elevated expressway that passes by the New Otani, as well as the Akasaka Prince Hotel.

Miyake Slope (Miyake-zaka) was up ahead, along with the newly finished elevated interchange. And perched high above was Metropolitan Expressway 4, like the Milky Way itself, sublimely stretching out across the sky. How beautiful were all these roads, winding in all directions. This is a city of the future, he thought.

The Akasaka Prince Hotel is no longer there – it has been replaced by a mixed-use office-hotel complex called Tokyo Garden Terrace Kioicho, where I work today. But the New Otani still stands, accompanied by taller companions developed over the decades, a legacy of the 1964 Tokyo Olympics.

Hotel New Otani from old to new

Akasaka Mitsuke 2018

In 1959, the Tokyo Metropolitan Government approved a plan to build a complex network of highways and roads, with a completion date of August, 1964 – in time for the 1964 Tokyo Olympics.

As it turns out, four of the eight main expressways planned for were completed by the Tokyo Olympics opening day, one of them being expressway no. 4, also known as the Shinjuku Shuto Expressway. One part of that expressway passes through Akasaka Mitsuke, which is near a new office called Tokyo Garden Terrace Kioicho, where I work today. For those who know, it is the site of the old Akasaka Prince Hotel, across the street from The New Otani Hotel.

Akasaka Mitsuke 1964_1

As you can see above, in this photo from the Tokyo Metropolitan Government Report on the 1964 Tokyo Olympics, prior to the commencement of construction, probably around 1960, traffic wasn’t bad, and there were no tall buildings like the Moto Akasaka building to block the view of the greenery of Togu Palace, the official residence of the Crown Prince.

In the next picture, in 1964, you can see the new highway go up Sotobori Doori, and veer right, heading East along Aoyama Doori. It appears that quite a few buildings were torn down along Aoyama Doori to make way for the expressway.

The expressways in Tokyo – symbols of progress in those heady happy days of 1964.

Akasaka Mitsuke 1964_2

Abebe Bikila in Rome
Abebe Bikila running barefoot in Rome.

Running in Vibram FiveFingers Bikila EVO Shoes is like running barefoot. And running barefoot can, it is said, return you to a better, injury-free way of running.

That’s the whole point of the Vibram experience – to reproduce what it is like to walk or run barefoot. And who better to name a running shoe that replicates the barefoot experience than Abebe Bikila, the famed two-time gold medalist who famously came out of nowhere to win the 1960 Rome Olympics marathon…sans socks and shoes.

The shoe manufacturer, Vibram, has marketed shoes called the Vibram Bikila, trademarking the name of the famous Ethiopian athlete in 2010. In February, 2015, Teferi Bikila, the son of Abebe, filed a lawsuit against Vibram to cease using the Bikila name as the family never granted permission.

Vibram Bikila shoes

“He won the Rome marathon with bare feet, and nobody did it before then or since then,” Bikila, 45, said in this AP article. “It’s important that his legacy be respected.”

Unfortunately for the Bikilas, there is apparently a time limit on respect. A judge of the U. S. District Court in Tacoma, Washington dismissed the lawsuit in November, 2016, citing that the Bikila’s were aware of the Bikila shoe brand in 2011 but did not act until 2015, and thus “it would have been unfair to Vibram to allow the lawsuit to go forward after such a delay, when Vibram had been investing in and marketing the products for years.”

“The Bikilas unreasonably delayed in seeking to enforce their rights, and this unreasonable delay prejudiced Vibram,” wrote Judge Ronald Leighton.

In other words, the other shoe dropped.

Jean Claude Killy_Sports Illustrated cover

As soon as Jean-Claude Killy ended his run in the Alpine downhill competition at the 1968 Grenoble Winter Olympics, the first person to greet him was his mentor and friend, Michel Arpin. Arpin, who worked for ski manufacturer, Dynamic, adroitly hugged his friend, showing photographers his back pouch with the Dynamics logo.

A policeman, as instructed to do for all skiers, took Killy’s skis away in order to avoid the “unseemly” display of ski brands adorning an amateur Olympic champion. Arpin then, according to The Complete Book of the Winter Olympics, took one of his skis off and planted it in the snow so that photographers could capture Killy with the ski and the two yellow bars of the Dynamic brand.

Killy retired from competitive skiing not long after Grenoble, because he knew that it would be hard to sustain his World Cup skiing dominance and triple-gold medal Olympic achievement. He also knew that he had other worlds to conquer. He signed with sports management firm, International Management Group, and started his career representing such brands as American Express, Schwinn bicycles, United Airlines, Chevrolet, as well as Head, the ski equipment manufacturer which put Killy’s vaunted name on their newest fiberglass skis.

Jean-Claude Killy, from the tiny village of Val-d’Isere in the French Alps, was a super star, and was now getting paid enough to live the life of the jet set and do what he pleased. He married an actress, Danielle Gaubert. He competed as a race car driver. He acted in movies, and produced television programs. Eventually he moved into sports administration, joining the executive board of the Alpine Skiing Committee of the International Federating of Skiing (FIS), serving as co-president of the 1992 Albertville Winter Olympics, president of the Tour de France organization, as well as a member of the International Olympic Committee.

Jean Claude Killy in the 1972 film Snow Job

Famed gonzo journalist, Hunter S. Thompson, spent some time with Killy in the midst of his transformation from world-class skier to world-class pitchman, catching Killy in a burst of unsolicited honesty. “Before, I could only dream about these things,” said Killy. “When I was young I had nothing, I was poor. . . Now I can have anything I want!”

Killy indeed started from humble beginnings. But he felt he had earned his way to the top, focusing on all aspects of how to be the greatest skier of his time, and making the same effort to be the best in his part of the world of business. Thompson recognized that drive in Killy in his profile called “The Temptations of Jean-Claude Killy.” Thompson was following Killy during a marketing tour for Chevrolet, noting that Killy’s ability to draw you in was Gatsby-like, and was an ability that made him rich. But Thompson also admitted that Killy worked at his new profession, as much as he did in his previous one.

The Temptations of Jean Claude Killy

Jean-Claude, like Jay Gatsby, has “one of those rare smiles with a quality of eternal reassurance in it, that you may come across four or five times in life. It faced — or seemed to face — the whole external world for an instant, and then concentrated on you with an irresistible prejudice in your favor. It understood you just as far as you would like to believe in yourself, and assured you that it had precisely the impression of you that, at your best, you hoped to convey.”

That description of Gatsby by Nick Carraway — of Scott, by Fitzgerald — might just as well be of J.-C. Killy, who also fits the rest of it: “Precisely at that point [Gatsby’s smile] vanished — and I was looking at an elegant young roughneck, whose elaborate formality of speech just missed being absurd. . .”

The point is not to knock Killy’s English, which is far better than my French, but to emphasize his careful, finely coached choice of words. “He’s an amazing boy,” I was told later by Len Roller. “He works at this [selling Chevrolets] just as hard as he used to work at winning races. He attacks it with the same concentration you remember from watching him ski.”

 

National Stadium design_Kengo Kuma 2
Kengo Kuma’s design for the Tokyo 2020 National Stadium

 

936 more days to go until the Opening Ceremonies of the 2020 Tokyo Summer Olympics. Here are a few of my favorite stories and thoughts on Tokyo2020.

 

2020 Mascot Candidates
Tokyo 2020 Mascot Candidates