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Creative Sports Marketing Paralympics

Japan Para Table Tennis Association creates special ping pong tables to show challenges of para-athletes


By Charlotte McEleny, Asia Editor

December 17, 2018 | 2 min read

Japan Para Table Association wants to raise the awareness and audience of para-sports, creating ping pong tables that help show people the challenge of sport for people with disabilities.

The focus on raising awareness of diversity in sport is part of a major rebrand for the organisation, which includes a new logo and website.

Alongside the rebrand, by TBWA\Hakuhodo, the company realised just 1% of Japanese watch para-sports.

In order to show just how impressive these athletes are, and spark a wider mainstream interest in the idea that ‘abilities may be limited, but possibilities are unlimited’, tables were made that showed how different the shape of a table becomes to each type of disability. According to the agency, the tables were designed based on interviews and sketches from members of the Japanese national team.

“We aimed to create an icon that would make these athletes’ differences, immediately appreciated with one look. I hope this profound twist on the traditional ping pong table will serve to embody the belief that ‘abilities may be limited, but possibilities are unlimited’ and enable para-athletes to get the respect they deserve.” said Masaya Asai, senior creative director at TBWA\Hakuhodo.

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