“Ice Blast” for Heatstroke Prevention Draws Attention: Former K-1 World Champion Masato Continues as FREEZETECH Brand Ambassador

Liberta Inc. (Headquarters: Shibuya-ku, Tokyo; TSE Standard: 4935), which distributes products that "plan joy and make the world interesting," announces the renewal of its contract with former K-1 World Champion Masato as the brand ambassador for FREEZETECH, a cooling wear and gear brand developed by its functional apparel brand "LIDEF." Masato will continue his role as ambassador from April 2026.

FREEZETECH Official Website: https://lidef.jp/freezetech/

Japan's Increasingly Severe Summers

In recent years, Japanese summers have become increasingly harsh, with a rise in extreme heat days and heatstroke risks becoming a social issue. The importance of heat countermeasures is growing annually in outdoor work sites, sports scenes, and outdoor activities. Against this backdrop, cooling wear is gaining attention as a "wearable heat countermeasure." FREEZETECH is a cooling wear brand that employs its unique "Hyogeki" (ice blast) cooling technology, which reacts to sweat and moisture to provide a cooling sensation. The special cooling print applied to the fabric reacts to sweat and moisture to generate coolness, and this cooling sensation is further enhanced by airflow.

Collaboration with Masato

Masato became FREEZETECH's brand ambassador in 2024. He has been promoting the brand's appeal through visuals on in-store promotional materials nationwide, promotions, and talk events. Due to the positive response and high affinity with the brand, it has been decided that he will continue his activities as ambassador in 2026. Moving forward, together with Masato, FREEZETECH will continue to promote "wearable heat countermeasures" to those working in hot environments and those enjoying sports and outdoor activities.

Masato's Profile

Born on March 10, 1979, Masato made his professional kickboxing debut in 1997. He later participated in K-1, becoming world champion in 2003 and 2008. (Career record: 63 fights, 55 wins, 6 losses, 2 draws) He retired from active competition at the age of 30 on New Year's Eve 2009, much to the regret of his fans, and now works as a martial arts commentator and TV personality.

His YouTube channel, "Masato Channel," has over 600,000 subscribers. His recent hobby is touring on his Harley-Davidson, and in his private life, he is a father of three children, and his wife is actress Shinobu Yazawa. He received the Ikumen of the Year award in 2022.

Masato's Comment

I really feel that Japanese summers have become incredibly hot in recent years. FREEZETECH is cooling wear that turns sweat into an ally. It's a useful item for people working outdoors and those enjoying sports and outdoor activities. It has become an indispensable item for outdoor leisure with my family, motorcycling, and touring.

As an ambassador in 2026, I want to convey the appeal of FREEZETECH and the importance of heat countermeasures to many people.

【Brand Logo and Tagline Renewal for Global Expansion】

Background and Purpose of Brand Renewal

FREEZETECH has pursued functionality and reliability based on Japan-originated cooling technology. However, to redefine the brand's presence for the next growth phase, we will commence full-scale expansion into the global market. Accordingly, we have renewed the logo to provide a consistent brand experience across products, application areas, and diverse lifestyles worldwide.

New Logo Design Concept

The new logo is inspired by "the movement of elements as water transforms into ice."

It visually expresses FREEZETECH's unique "freezing power" and serves as a symbol of the brand's future global expansion with its universality and scalability.

Establishment of New Vision and Mission

These have been formulated as a common language symbolizing this rebranding.

A future where heat is no longer a barrier to human achievement.

Vision: Towards a future where heat no longer hinders human potential.

Through proven technology, we give people the strength to rise above the heat.

Mission: To empower people to overcome severe heat with reliable technology.

Full Renewal of Official Website

Following the rebranding, a complete update of the official website is planned for around late April 2026. We will provide a new FREEZETECH brand experience online as well.

Old Logo: 2016-2025 New Logo: 2026-

【About FREEZETECH】

FREEZETECH provides amazing sustained cooling (※1) with sweat and wind. Its characteristic feature is the "Hyogeki cooling print" applied to the back of the fabric. When this print absorbs sweat or moisture, its endothermic properties (※2) lower the fabric temperature, providing a cooling sensation. Furthermore, the cooling sensation is intensified when exposed to wind, making it useful not only for motorcycle riding and touring but also for outdoor work in scorching heat.

Moreover, "FREEZETECH Apparel Cooling Mist" achieves an alcohol-free (※4) formulation with proprietary technology (※3).

It is the world's first (※5) alcohol-free apparel cooling spray. In a comparative experiment of volatility with conventional cooling mists containing ethanol, "FREEZETECH Apparel Cooling Mist" showed a 3.5 times longer (※6) evaporation time, confirming its long-lasting effect.

※1 While the cooling print reacts to moisture. Cooling performance evaluation test (by Unitika Garmentec Co., Ltd.). The perception of cooling may vary individually in actual use environments.

※2 Due to erythritol and xylitol

※3 Patent for composition [Patent No.] Patent No. 7649496 (P7649496)

※4 Alcohol-free means ethanol-free.

※5 As of March 2025

※6 Company comparison, cooling spray volatility test (by Unitika Garmentec Co., Ltd.)

For media inquiries, please contact:

Liberta Inc. PR Department, Aoshima Mail: info@l-and.co.jp