Full-Speed Sprint Through the Shopping District: 30m Time Trial Event at Sendai's Brandōmu

Childhood obesity rates in Miyagi Prefecture rank first nationwide across multiple grade levels. An event measuring 30-meter sprint times will take place on June 21, 2026 (Sunday) at Sendai's Brandōmu Ichibanchō Shopping Street, with Olympic medalist Nobuharu Asahara joining forces with the city, professional teams, universities, and vocational schools to ignite a 'culture of running' from the heart of the shopping district.

From children to elite athletes, everyone races through the shopping street

In Sendai, a designated city where childhood obesity is particularly severe compared to other major cities, a 30-meter dash time trial event will be held on June 21, 2026 (Sunday) at the Brandōmu Ichibanchō Shopping Street. Organized by SPEED STAR Co., Ltd.—whose mission is 'Life with Full-Speed Sprints'—the event aims to build a regional model to increase sports participation and combat childhood obesity through collaboration with the city of Sendai, local professional sports teams, universities, and vocational schools. Nobuharu Asahara, silver medalist in the 4×100m relay at the 2008 Beijing Olympics, is scheduled to appear at both the June Brandōmu event and the main event at Zevio Arena Sendai on July 11. Municipalities and shopping districts nationwide facing similar challenges are welcome to observe.

Using the 30-meter dash as a gateway to sports habits

According to the Ministry of Education, Culture, Sports, Science and Technology's School Health Statistics Survey, Miyagi Prefecture has the highest rate of children with obesity tendencies (BMI 20% or higher) among fifth-grade girls and third-grade junior high school girls. For boys, over 90% of age groups, and for girls, over 80%, exceed the national average (Reiwa 6 fiscal year). This is not solely due to dietary issues but also attributed to a declining number of opportunities for physical activity, including sports, within local communities.

Meanwhile, according to the Japan Sports Agency's 'Public Opinion Survey on Sports Participation,' the national average for adults engaging in sports at least once a week is only 53.5% (2024), with particularly low rates reported in the Tohoku region. To increase public engagement with sports, there is a growing need for accessible environments that allow people of all ages—from children to seniors—to participate easily, briefly, and without requiring specific locations.

From Tokyo and Osaka to Sendai—building a 'culture of running' in everyday spaces

The SPEED STAR 30m Dash Challenge has previously been held in major urban 'everyday spaces,' including Tokyo's Gaienmichi in May 2025 and Osaka's Umeda Plaza in November 2025. Leveraging the simplicity of a 30-meter sprint—short enough for anyone to give their all—the event now comes to Sendai for its third iteration. Choosing the Brandōmu Ichibanchō Shopping Street as a symbol of local integration, a full-scale 30-meter timing course will be set up in the arcade bustling with shoppers, allowing anyone, regardless of age or athletic experience, to participate for free.

A new model of sports collaboration: city, pro teams, universities, and vocational schools unite

Following the Brandōmu event, the SPEEDSTAR Sendai Championship will also be held at Zevio Arena Sendai in July. Its defining feature is the practical implementation of a 'regional collaboration model,' where diverse local stakeholders work together around a single event. Professional sports teams based in Sendai—including the Tohoku Rakuten Golden Eagles (Nippon Professional Baseball), Sendai 89ERS (B.League), Vegalta Sendai (J.League), Mynavi Sendai Ladies (WE League), Rigare Sendai (V.LEAGUE), Voscuore Sendai (Futsal), and Sendai Air Jokers (3x3 men's basketball)—have expressed support and begun collaborating on initiatives in Sendai centered around this event. Additionally, students from Sendai University and Sendai Resort & Sports College will participate as volunteer staff, serving as a platform for developing local sports talent.

The model of 'sports organizations, educational institutions, commercial facilities, and government gathering to create one event' is gaining attention as a potential solution to multiple chronic challenges faced by regional cities: disparities in sports access, declining foot traffic in commercial districts, and youth disengagement from sports.

Olympic silver medalist Nobuharu Asahara to appear at both events

Nobuharu Asahara, silver medalist in the men's 4×100m relay at the 2008 Beijing Olympics, is scheduled to appear at both the June 21 Brandōmu event and the main event at Zevio Arena Sendai on July 11. As an ambassador for the SPEEDSTAR project, Asahara is actively promoting the sport and conveying the joy of physical activity to children.

Both events will feature demonstrations by Asahara and interactive sessions with participants, aiming to provide children with an 'inspirational first experience' of running on the same course as an athlete who competed on the world stage.

Expanding the Sendai model nationwide—municipalities and shopping districts are encouraged to attend

SPEED STAR Co., Ltd. positions the Brandōmu event as a demonstration experiment of 'shopping districts × sports × regional collaboration' and welcomes observers from municipalities, shopping district revitalization associations, and sports promotion committees across Japan facing similar challenges—such as declining foot traffic in commercial areas, insufficient sports opportunities for children, and low sports participation rates.

SPEED STAR 30m Dash Challenge Sendai 2026 Event Overview

Brandōmu Event

Date: June 21, 2026 (Sunday), 12:00–17:00 (tentative)

Venue: Brandōmu Ichibanchō Shopping Street (Ichibanchō, Aoba Ward, Sendai)

Access: Approximately 12 minutes on foot from JR Sendai Station West Exit / Approximately 5 minutes from Kotodai-Kōen Station on the Namboku Subway Line

Eligibility: Open to all ages and skill levels

Fee: Free (admission and viewing also free)

Guest Appearance: Nobuharu Asahara (2008 Beijing Olympics 4×100m Relay Silver Medalist)

Zevio Arena Event

Date: July 11, 2026 (Saturday), 12:00–17:00 (tentative)

Venue: Zevio Arena Sendai (2-3-1 Miyagino, Miyagino Ward, Sendai, Miyagi Prefecture)

Access: Approximately 15 minutes on foot from JR Sendai Station / Approximately 10 minutes from Miyagino-dōri Station on the Tōzai Subway Line

Eligibility: Open to all ages and skill levels

Fee: Free (admission and viewing also free)

Guest Appearance: Nobuharu Asahara (2008 Beijing Olympics 4×100m Relay Silver Medalist)

Organizers, Supporters, Collaborators, and Sponsors

Organizer: SPEEDSTAR Co., Ltd.

Supporters: City of Sendai / Sports Commission Sendai / Japan Association of Athletics Federations (Public Interest Incorporated Foundation) / Miyagi Association of Athletics Federations (General Foundation)

Collaborators: Sendai University / Sendai Resort & Sports College / Sendai 89ERS / Rigare Sendai / Maruhan Corporation / Mynavi Sendai Ladies / Tohoku Rakuten Golden Eagles / Ichibanchō Ichiba Shopping Street Revitalization Association / General Incorporated Association Machikuru Sendai

Sponsors: JIG-SAW Co., Ltd. / Sakura Co., Ltd. / PSS Co., Ltd. / Allspice Co., Ltd. / Sakabe Printing Co., Ltd.

Observation Registration

Municipalities and shopping district representatives interested in observing are requested to contact us in advance. We will accommodate on-site operational observation and discussions with organizers.

Registration for Participation via the Website Below ■

> SPEED STAR Official Website

> SPEED STAR Official Instagram

> 2025 Tokyo Event

> 2025 Osaka Event

Inquiries

For questions or media inquiries, please contact us by email.

SPEED STAR Co., Ltd. Event Office

Email: info@speedstar30.co.jp