Sports venues are not the only places where athletes can demonstrate sportsmanship.
Proactively engaging in activities that create bonds and help society is also a form of sportsmanship. In Japan, however, athletes’ activities outside of athletic competition receive little attention, and the number of athletes engaged in these activities is limited. “HEROs Sportsmanship for the future” is an activity that brings athletes together. By promoting their activities that contribute to society, the project uses sports to create and foster interest and action by many people who share a connection through sports.


We are spreading sportsmanship that creates social ties through three programs that provide opportunities for education, implementation, and recognition.
This is our wish, and our mission.


By promoting activities by athletes that contribute to society, we are creating a future in which the circle of people working to resolve social issues widens, by creating interest and action by the many people who share a connection through sports.


To use the power of imagination and action that is unique to athletes to pursue the challenge of contributing to society in completely new ways.
To create an athlete-focused platform for activities that contribute to society, and provide necessary information and support.
To broaden cooperation among athletes that extends beyond athletic competitions, and create venues where they are able to share their social contribution experiences.


Three challenges to expand athletes’ areas of activity
  • Human Resource Development and Support

    A program which supports athletes to recognize and strengthen the power of sports, and to identify opportunities to demonstrate their power as athlete for the society.

    We support athletes to maximize their potential to contribute to society using their abilities and experiences gained through sports.

  • Project Support that Utilize the Power of Sports and Athletes

    A program which support athletes to practice charity projects that utilize the power of sports and athletes.

    We team up with athletes to conduct various charity projects while expanding the social change network in cooperation with top athletes, including our HEROs Ambassadors.

  • Charity and Social Change Award by Athletes

    A program that awards outstanding charity projects by athletes as role models.

    We award charity projects by athletes which drive social change in society, for praising the athletes as "HERO" that everyone longs to be.