Strategy · Design
Japan National Ski Cross Team
An official site made at the athlete's own request, through many conversations with him. Our goal was to convey the thrill of ski cross — and the story of Satoshi Furuno — to people who have never seen the sport.
Strategy — start with the thrill, for people who don't know the sport
Ski cross is hugely popular in Europe, but most people in Japan have never seen it. A site that only lists results won't move a first-time visitor.
So, through many discussions with Furuno, we built a structure that moves visitors step by step: discover the thrill of the sport → get to know the athlete and his story → want to support him → be able to support him.
Know the sport — combat on snow, through Q&A
At the heart of the top page sits a "What is ski cross?" section. After showing the big picture — four skiers starting at once and battling at 100 km/h — it answers newcomers' questions as a Q&A.
How are rankings decided? How long is the course? The three keys that decide a race. And the ski resorts around the world where the battles take place. The Q&A is linked by a single line, like skiing down a course, so the thrill of the sport unfolds as you read.
For those who want more, there is a detailed guide written by Furuno himself.
Know the story — engaging to read
From a childhood that began with skiing and BMX at age seven, to a major setback at the World Juniors, repeated injuries and his comebacks — we turned each period into a story told in Furuno's own voice.
Conveying the person and the effort that results alone can't show creates a feeling of "I want to support him" — not only among fans of the sport.
Support — turning feelings into action
So that anyone moved by what they read can act on it right away, the paths to join the supporters' club GRAB A DREAM or to donate can be reached from anywhere on the site.
Membership and donation plans, and how to apply, are organized on a single page so people can sign up online right away.
Result — alongside the pursuit of a dream
Competing at Beijing 2022, then placing fourth at Milano Cortina 2026. Each time a major event draws attention, the site welcomes people discovering ski cross for the first time and turns their interest into support — standing alongside the athlete's challenge.
Contact
A renewal, a logo, a multilingual site, bringing AI into your team. Even if your ideas are still loose, we'd be glad to hear from you.
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