Spartan: The Business of Selling Mud, Barbed Wire, and Fire: Creating a multimillion-dollar sports brand in Japan—in less than two years
She’s a purveyor of fear … and more and more people are eager to buy.
Japanese pay the highest ticket prices in the world to run, jump, and crawl—and climb up, over, and through obstacles—to conquer their fears and elevate their confidence and self-esteem.
It’s a race called Spartan—the fastest growing sport on the planet—and Emily Downey is Managing Director of Global Partnerships–Japan at the company that makes it all possible: Spartan Race, Inc.
According to Downey, who has lived in Japan for 20 years, Spartan is not just a sport but also a mindset, a community, and a way of life. It helps people mentally and physically push to achieve their best, going beyond what they thought possible. That’s why she brought Spartan Race to Japan.
In just over two years, she has built the fastest-growing market in the Spartan universe with 40 million local viewers each year through Nippon TV as well as digital and social media platforms. And, on September 7, Spartan announced a global partnership deal with Rakuten, Inc., who already partners with such sporting powerhouses as FC Barcelona and the NBA’s Golden State Warriors.
Join us as Downey shares how she uses her experience in sports marketing to identify, incubate, and oversee global partnerships that make a difference for both business and consumer.
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