Olympic athlete Ayumu Hirano named as new Uniqlo brand ambassador

1 min readNov 12, 20185:25 AM

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Japanese global apparel retailer Uniqlo has announced a new partnership with professional snowboarder Ayumu Hirano as its newest Global Brand Ambassador. Hirano was a two-time gold medalist in the men’s superpipe competition at the Winter X Games and winner of consecutive silver medals in the half-pipe competition at the 2014 and 2018 Winter Olympics.

Chairman, president and CEO of Fast Retailing Tadashi Yanai said: “We are greatly inspired by [Mr. Hirano’s] achievements, his creativity and his style – not just on a snowboard, but also in his sense of fashion. His flair and imagination when competing go well beyond expectations, so we will look past conventional wisdom together to achieve something truly unique through this partnership.

“We look forward to supporting him with special LifeWear items featuring advanced technologies, helping him to reach even greater heights in future,” he said.

Hirano’s primary role as global brand ambassador is to promote the Uniqlo and LifeWear brands. The partnership will provide opportunities for Hirano to engage in the development of custom products and materials for his performance wear, while also assisting in the design process for LifeWear.

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What this means

Uniqlo's strategic move to partner with Ayumu Hirano, a celebrated Japanese athlete, is a shrewd play to bolster its aspirational brand image, particularly among younger, active consumers. By aligning with a high-profile figure known for creativity and style, the brand signals an intent to move beyond basic apparel into more innovative performance and lifestyle wear. This approach mirrors its earlier expansion strategies, such as establishing a global flagship store in Kyoto, showing its commitment to brand prominence in Japan. The move likely pressures competitors in the performance and athleisure segments. The key risk lies in whether Hirano's appeal translates into measurable sales for specific LifeWear lines. Watch for the initial sales figures of Hirano-influenced collections.

Aiko Tanaka · Retail News Asia newsroom

Questions & Answers

What is Ayumu Hirano's main role as Uniqlo's Global Brand Ambassador?

His primary role is to promote the Uniqlo and LifeWear brands. This partnership aims to highlight the advanced technologies within Uniqlo's clothing lines, linking them to athletic performance and everyday style.

Will Ayumu Hirano be involved in the design or development of any Uniqlo products?

Yes, the partnership offers Hirano opportunities to engage in developing custom products and materials for his performance wear. He will also assist in the design process for Uniqlo's LifeWear collections.

What specifically inspired Uniqlo's CEO to choose Ayumu Hirano as an ambassador?

Tadashi Yanai, Uniqlo's CEO, was greatly inspired by Hirano's achievements, creativity, and style, both on and off the snowboard. His flair and imagination in competition were also noted as going beyond expectations.

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