Turning Stadium Signage into Cheering Goods: The Rakuten Upcycle Project’s Mission for a Sustainable Future

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2023.09.01

In 2022, special stadium signs engraved with messages of support from fans were displayed at the stadiums of the Rakuten Eagles and Vissel Kobe. After a year, these signs’ roles would come to an end and they would normally be discarded. But could they be upcycled rather than thrown away, to carry the fans' messages into the future and to make that future more sustainable? Here we introduce this project, which explored what Rakuten Group, bearing the slogan "A Better Future Together Through Sports," should and can do.

※Upcycle: To take something that would normally be discarded, and upgrading it into a new and different product by adding new value through design or ideas, with consideration for the global environment.

Members of the Rakuten Eagles, Vissel Kobe, and Rakuten teamed up for the project, and after much discussion, they decided to transform the signs into cheering goods for fans and supporters. Making use of the signs’ waterproof and durable material, they created the “harisen-style seat cushion,” a foldable cushion that could also be used for cheering at the stadium.

Clap to cheer, sit to watch.

Each sign measured approximately 30 meters (98 feet) wide and 5.5 meters (18 feet) tall. As this was the production team’s first undertaking, they developed the product through trial and error. The signs were removed from the stadium, thoroughly washed, then handed over to a specialist company where they were cut and sewn to make the finished product. Through this hands-on process, the now useless signs that had once been destined for disposal were given new life.

To have fans and supporters use the completed seat cushions and become participants in creating a sustainable future together, a social media campaign gift giveaway was held. Fans and supporters were asked to engage in sustainable actions such as sorting garbage and using recycled products, and those who posted photos to social media received a seat cushion.

At Vissel Kobe, the emblem portion of the signage was upcycled into a special tapestry. As a token of gratitude for the messages on the signs from fans and for the sustainable efforts made by the supporters who participated in the project, players Yamaguchi, Osako, and Muto added their autographs.

This item is available for exchange with Rakuten points (by lottery), as part of the “Dreams Come True” project.We would love for you to apply and become a part of this project.

※Recruitment period is from September 1, 2023 to September 14, 2023

By having fans and supporters participate in this project, many people took part in creating a sustainable future. Rakuten will continue to host activities based on the slogan “A Better Future Together Through Sports,” so that people will be able to not just enjoy sports, but enjoy it in a way that makes it sustainable.

TEXT: syncSPORTS by Rakuten Editorial Team

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Our services are provided within the region and laws of Japan and we provide translations for your convenience. The Japanese version of our websites and applications, in which include Rakuten Membership Rules, Privacy Policy or other terms and conditions, is the definitive version , unless otherwise indicated. If there are any discrepancies, the Japanese version shall prevail. We do not guarantee that we always provide translation. Certain features or messages (including customer services) may not be available in the selected language.

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