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Upcycling the Kashima Antlers 30th Anniversary Banner: Can we create value by giving new life to things that would otherwise be thrown away?

  • Upcycling
Overview

Project overview

Method

Experiment method

We asked Daisuke Ishikawa—the founder of the brand “semi”—to take lead of the design and production planning of these items. His brand is guided by the philosophy “to extend the cycle of design,” and the commonalities with Mercari’s goal of effectively using finite resources and creating new value sparked this collaboration.

In producing these commemorative items, we also worked with the team at “hana,” a social welfare workshop located in Kisarazu City, Chiba that supports people with disabilities in finding work according to each of their goals and unique abilities.

    • We started thinking about upcycling methods due to the environmental issue of things being thrown away after being used only once.

    • We asked Daisuke Ishikawa, founder of the brand “semi,” to take lead of the design and planning of these items, and decided on the item details.

    • The team at “hana,” a social welfare workshop located in Kisarazu City, Chiba, cleaned the tarpaulin material and produced the items.

    • The items were displayed at the Kashima Antlers’ stadium.

    • The items were also displayed at Mercari’s brick and mortar fashion store “Sustain-a-Store” as part of Mercari Green Friday Project 2021.

    • On February 18, 2022, the items went on sale at Mercari Shops.

    • We were able to produce items such as bags and pouches by upcycling the Anniversary Wall.

    • The items were displayed at the following locations:Kashima Antlers’ stadium on opening day & Mercari’s brick and mortar fashion store “Sustain-a-Store” as part of Mercari Green Friday Project 2021

    • The items are on sale on the Kashima Antlers’ official online shop

Result

Experiment results

Through this project, we were able to create value by giving new life to a banner—turning it into everyday items—that would have otherwise been thrown away. By using the material from the 30th anniversary banner, we were also able to provide fans with special items of their favorite team that can’t be found anywhere else.

    Feedback from fans

  • I thought the concept of taking functional items and giving them new life to avoid throwing them away was great

  • As a Kashima fan, I have to get my hands on these one-of-a-kind items!

  • I think it’s a fantastic project that also supports those with disabilities

  • I feel like these items will sell out instantly, since the material’s so durable and the designs are so cute

    • Sales results: Five of the seven items sold out within one month of going on sale (results from 2022/2/18–2022/3/18)

    • All proceeds from this project will be used to improve the Antlers Academy

Outlook

Future Outlook

This project had a great response from fans—many of them showed their interest by also visiting the exhibitions. The issue of functional materials going to waste is not unique to the Kashima Antlers and its Anniversary Wall. Other club teams and sports teams face this same issue, which is why we want to keep promoting similar projects.

We will develop proposals to upcycle various things, in order to use finite resources carefully and thoughtfully.

Since Mercari was able to succeed in creating a system like this project, we would like to try similar upcycling projects for waste-related issues faced by the Kashima Antlers in the future.

We also hope for this system to be adopted by other sports teams and sports organizations, not just Mercari and the Kashima Antlers, to promote the upcycling of waste materials.

We worked with the brand “semi” for this particular upcycling project, but we would like to collaborate with various companies and organizations in taking on the challenge of effectively using finite resources and creating new value, in order to explore the possibilities of upcycling.