How do you make an elite university relay race matter to a Gen Z audience that may never run a marathon? We needed to find a "Just Do It" angle that wasn't about athletic performance, but about the resilience required in everyday life.

We "retinkered" the global 'Just Do It' design framework to solve a cultural paradox. While the global brand typically champions the individual, for the first time, we engineered a system that works for teams—shifting the focus from solo ambition to collective power.

​Anchored by the message "Connect the power you’ve built" (積み重ねた力を、つなげ), the design democratized the Ekiden spirit. It wasn't just about passing a sash; it was about the universal "Seishun" (青春) experience of stacking small efforts day after day. By adapting the system to support this narrative, we proved that "Just Do It" can be just as powerful for the group as it is for the individual.