J.League: 5 Clubs Participate! "Sustre Japan Project" Launched to Train 10,000 "Sustaina-Players" by 2030

Shikakeru Inc. (Headquarters: Setagaya-ku, Tokyo; Representative Director: Yuta Kamii), a co-creation action and creative company that leverages the multifaceted power of sports to transform social issues into "actions that everyone gets excited about and spontaneously wants to participate in," will officially launch the "Sustre Japan Project" this spring. This nationwide program for developing next-generation sustainability talent is centered around professional soccer clubs, in collaboration with five J.League clubs: Shonan Bellmare, Gamba Osaka, Renofa Yamaguchi FC, Avispa Fukuoka, and Giravanz Kitakyushu. The project aims to train 10,000 "Sustaina-Players" (creators of sustainable local communities) annually by 2030.

The core of this project is the Sustainability Training Center (Sustre), which operates under the concept of "The world can be changed enjoyably." Here, adults from local businesses and government seriously engage with children's passionate ideas for "a town where everyone wants to continue living," and together they shape ideas that can move society. This unprecedented industry-government-academia collaboration edutainment program fosters next-generation "Sustaina-Players" (creators of a sustainable society) through a trinity of professional soccer clubs, education, and local businesses, all within the exploratory learning classes for fifth-grade elementary school students.

In June 2024, under Shikakeru's proposal, Shonan Bellmare and Chigasaki City collaborated to experimentally launch the program for fifth-grade students in public elementary schools within the city. Over two years, 560 students from 17 classes across 3 schools participated, with a total of 27 companies also joining. In fiscal year 2025, the "Ethical Association" (General Incorporated Association) accompanied the program, adding the perspective of "ethical consumption and lifestyle" to the children's ideas, leading to a continuous stream of unique actions.

To expand this proven success nationwide, the four clubs that implemented the prototype version in fiscal year 2025 have joined, and a full-scale implementation with a five-club system has been decided for fiscal year 2026. Prior to the project's launch in May, a joint press conference will be held on Earth Day, April 22nd, bringing together representatives from the five participating clubs. Sports, education, and business will intertwine to create "initiatives" across Japan.

What is the "Sustainability Training Center (Sustre)"?

Sustre is not merely about acquiring knowledge (input); it is a program designed to guide participants through the following "4 steps" to envision and implement ideas for making their communities "a place where everyone wants to continue living."

1. "Learn": Participants learn the fundamentals of sustainability from a wide range of examples, from J.League clubs and local companies committed to sustainability to the latest global case studies.

2. "Envision": Based on the simple question, "What kind of town is a place where everyone wants to continue living?" children freely envision ideas for a sustainable community.

3. "Mix": Companies provide serious feedback on the children's ideas. Diverse perspectives blend, adding realism to the ideas and refining them.

4. "Act": The envisioned ideas are actually implemented at stadiums, schools, and local events. Children experience firsthand how their efforts gradually change society.

The preceding "Sustena Training Center Shonan" has generated co-creation examples between children and local businesses, such as the following:

Examples of actions born from "Sustena Training Center Shonan":

▼Development and provision of "Sustena School Lunch Menus" to prevent food loss of local agricultural products

▼Proposal of a "deposit system" to the city to funnily reduce littering

▼Holding a child-led local sustainability event that mobilized over 1,000 people

▼Sales of "Sustena Curry" at the stadium in collaboration with 7 local companies

Participant Voices:

▼Participating Children:

"It was incredibly fun to directly tell our ideas to company people and shape them together!"

"I thought SDGs were difficult, but I was excited to see how our actions could change the community."

"Sustainable activities don't end here. I want to keep looking for what we can do!"

▼Participating Companies:

"We adults felt encouraged by the children's practical ability to move from learning to concrete action immediately, without letting knowledge just sit there."

"I was convinced that the children's initiative to find problems themselves and actively involve companies to solve them is truly the power that creates the future."

▼Participating Educational Institutions:

Kazutomi Aoyagi, Superintendent of Education, Chigasaki City Board of Education

Elementary school students in their upper grades, who are experiencing remarkable growth, are called the "golden age." I feel the appeal of this Sustena Training Center lies in these upper elementary students, in their golden age, working together with adults to think about sustainable community development. The Japanese soccer world introduced a training center system to nurture young generations, and it has steadily grown to become one of the strong nations. I hope that through this program, talent that will soar globally will emerge in the field of sustainability as well.

Shota Okuni, Teacher, Chigasaki City Higashikaigan Elementary School

"Are you going to throw away these vegetables?" The children, knowing the reality of farmers, did not stay silent. In fifth grade, they devised a menu with local adults and eventually delivered it to the stadium. Building on that experience, in sixth grade, they spontaneously came up with ideas and drove their implementation without being told. I, as a teacher, was repeatedly surprised by how much children can change in just one or two years, becoming capable of seriously considering social issues as "their own" and acting on them. I believe that is the true power of the Sustena Training Center.

▼Participating Administration:

Hikaru Sato, Mayor of Chigasaki City

I believe it's a wonderful initiative that children, more than anyone else, practice their own sustainability ideas, which is very convincing. I hope this Sustena Training Center will spread to other schools in the city.

Expert Evaluation of this Program:

Yoshiyuki Nagata, Professor, Department of Education, Faculty of Contemporary Liberal Arts, University of the Sacred Heart

Former Expert Committee Member, UNESCO Headquarters ESD Monitoring and Evaluation Expert Group

Former International Selection Committee Member, UNESCO/Japan ESD Award

President, Japan Society for International Understanding Education

Sustena Training Center is an extremely advanced initiative that embodies ESD through learning accompanied by "emotion," which is emphasized in the "2023 UNESCO Recommendation on Education," a direction that global education should aim for. Its greatest feature is that children themselves grow into "agents" of social change through practical actions involving local J.League clubs, companies, and government. Their pure enthusiasm is surely transmitted to the adults involved, becoming a powerful driving force for behavioral change across the entire community.

*ESD (Education for Sustainable Development): "Education for Sustainable Development"

Reference: Sustena Training Center Shonan Documentary Movie

What is the "Sustre Japan Project"?

This project aims to expand "Sustre" nationwide, a program that fosters next-generation "Sustaina-Players" (creators of sustainable local communities) through collaboration between "companies, communities, and education," with professional soccer clubs as hubs. By 2030, it aims to "create 10,000 Sustaina-Players annually" and realize a society where children and adults alike seriously consider their communities and the future, becoming "stakeholders."

The project consists of the following three pillars:

1. Sustre Coach Training (May - August)

This is a practical training program bringing together companies, local governments, and sports clubs, primarily focusing on each club's partner companies. Frontrunners from various fields, such as specialists in sustainable corporate management, local governments aiming to realize sustainable cities, companies and universities active in sustainability-advanced Sweden, and domestic sustainability startups, are invited as lecturers. Participants learn about the cutting edge of sustainability x business x innovation and hone their knowledge and skills to create co-creation projects that solve local issues, fostering a community of Sustre Coaches (companies) seriously committed to sustainability. Company members who complete the training are certified as "Sustre Coaches" to train local children.

2. Sustena Training Center (September - January)

This is an exploratory learning program implemented for fifth-grade elementary school students in local areas, in collaboration with clubs and companies. It aims to foster Sustaina-Players who possess a "the world can be changed enjoyably" mindset and can act proactively.

3. Sustre Japan Cup (Scheduled for February)

This is a nationwide presentation event that gathers the best ideas born from "Sustre" across various regions. Through presentations by children, innovations born from local communities are disseminated nationwide, accelerating their social implementation.

2026 "Sustre Japan Project" Participating Clubs

From 2026, the following five clubs will participate, working hand-in-hand with local businesses to support the challenges of local children.

▼Shonan Bellmare (Ongoing since 2024)

▼Giravanz Kitakyushu (Prototype implemented in November 2025)

▼Gamba Osaka (Prototype implemented in December 2025)

▼Avispa Fukuoka (Prototype implemented in December 2025)

▼Renofa Yamaguchi FC (Prototype implemented in February 2026)

Messages from each club's representative:

Hikaru Kazamura, Head of Brand & Media Department, Shonan Bellmare Co., Ltd.

I strongly felt the impact of children gaining self-efficacy and adults being encouraged by that, leading to a shift in thinking that "the world might be changeable." For the Sustre Japan Project, I expect this to accelerate even further by gaining the courage that "we have仲間 (friends/colleagues) beyond our region."

Shota Morimoto, Chief, Hometown Section, Partner Promotion Department, Business Division, Gamba Osaka Co., Ltd.

Gamba Osaka wants to be an entity that can say to children, "Why don't you give it a try?" We will nurture the power to challenge from the city of Osaka, with the club and the community supporting children's endeavors together.

Ryosuke Uchiyama, Senior Managing Director, Renofa Yamaguchi Co., Ltd.

I see Sustre not just as environmental education, but as a program that fosters "community development talent" who confront local issues and create the future of their town themselves. I feel there is great value in the relationship itself where children and adults engage in two-way dialogue, not just one-way teaching, and interact from the same perspective. We will contribute to nurturing talent from Yamaguchi who will "enjoyably change" the future of the region and Japan.

Naohiro Kitade, Head of Regional Collaboration Promotion, Head of Sustainability, Head of Public Relations, Giravanz Kitakyushu Co., Ltd.

Through the Sustre prototype, I became convinced of the effectiveness of co-creation from children's free ideas and multi-generational dialogue. Sustre is not just learning; I am confident that by involving university students in the operation, it will become an advanced model where local problem-solving and youth careers are directly linked.

Ryo Sagawa, Executive Officer, Avispa Fukuoka Co., Ltd.

Avispa Fukuoka co-hosted co-education classes for children and adults, and workshops for adults. By making J.League clubs a platform for society, I look forward to a future where thoughts cross generations, sustainable talent is nurtured from the community to create the future, and this circle spreads nationwide.

Schedule

The project will proceed with the following roadmap towards its full launch in fiscal year 2026.

▼April 22, 2026 (Earth Day)

Representatives from the five participating clubs will gather to announce the significance and prospects of participating in the project.

(Scheduled to be held in Tokyo)

▼Late April - June 2026:

Individual press conferences by each participating club (to be held in various locations)

▼May 13:

Official start of the "Sustre Japan Project"

(Starting with Sustre Coach Training online)

▼September - January 2027:

"Sustre" classes begin in various locations

(Implemented in exploratory learning classes at elementary schools in Shonan, Osaka, Yamaguchi, Kitakyushu, and Fukuoka)

▼Scheduled for late February 2027:

"Sustre Japan Cup" held (scheduled to be held in Tokyo).

A presentation competition will be held to recognize excellent ideas and activities born in various regions and disseminate them nationwide.

Details of Sustre Coach Training *Applications open today!

▼Application Guidelines

▼Application Form

About Shikakeru Inc.

With the vision of "The world moves with initiatives," Shikakeru Inc. is a co-creation action and creative company that leverages the multifaceted power of sports to transform societal "problems" into societal "challenges," creating "actions that everyone gets excited about and spontaneously wants to participate in" with diverse stakeholders. Yuta Kamii, CEO, has been involved since the launch of the J.League's social collaboration project "ShareN!", and is a pioneer in "creating co-creation spaces" that connect government, businesses, and communities, with sports at its core, through initiatives such as the Ministry of the Environment x J.League club collaboration and rugby co-creation projects, as a sports co-creation facilitator. Shiro Oguni, CCO, who oversees creative and communication, is a former NHK director who planned projects such as "The Restaurant of Mistaken Orders," "deleteC," and "Be Supporters!" He is a producer who has rewritten serious social issues like dementia and cancer into bright, fun, and casual "sceneries." Through the synergy of these two individuals with different areas of expertise, they create new value and impact in society through unprecedented "initiatives" that fuse sports and social issues.

Company Name: Shikakeru Inc.

Representative: Yuta Kamii, Representative Director

Official Website: https://shikakeru.co.jp/

Contact for this matter

Shikakeru Inc. "Sustre Japan Project" Secretariat

Inquiry Form: https://shikakeru.co.jp/contact/

*We are always accepting attendance at the joint press conference on April 22nd and coverage of activities at each club. Please feel free to contact the above window.