漫画『メダリスト』、国際スケート連盟(ISU)が宣伝 世界選手権の公式物販でも買えるように
The manga "Medalist" has received an unexpected official promotion from the International Skating Union (ISU)! Fans are astonished by this blend of reality and fiction, with the manga even available for direct purchase at the World Championships venue. This unprecedented collaboration is being praised online, sparking high hopes for the manga's international reach.
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What is 'Medalist'?
"Medalist" is a Japanese manga series by Tsurumai Ikada, serialized in "Afternoon," focusing on figure skating. Since its launch in 2020, it has captivated many readers with the passionate story of protagonist Inori and her coach Tsukasa, along with its realistic depiction of figure skating. The technical explanations, rules, mental aspects, and the strictness and joy of competition depicted in the work have been highly praised by active figure skaters and related parties as "close to reality" and "relatable." Due to its high level of expertise and profound storytelling, it has won numerous manga awards, including 2nd place in the Comics Division of the "Next Manga Award 2021" and the "68th Shogakukan Manga Award" in the General Category. Furthermore, an anime adaptation has been decided, rapidly expanding its recognition and popularity both domestically and internationally. The background for the International Skating Union (ISU) promoting this work is the expectation that "Medalist" accurately and passionately conveys the charm of figure skating as a sport, significantly contributing to attracting new fan bases and, consequently, increasing the number of participants. The manga is recognized for its ability to function as a gateway to the sport, and its deep content has the power to deepen readers' understanding and interest in the sport.
What is the International Skating Union (ISU)?
ISU, or the International Skating Union, is an abbreviation for one of the oldest international sports federations in the world, governing international skating disciplines such as figure skating, speed skating, and short track speed skating. Founded in 1892 and headquartered in Lausanne, Switzerland, its main activities include establishing competition rules, organizing international competitions (such as the World Championships and Grand Prix Series), accrediting athletes, and training judges. Its decisions have immense influence on the global skating community, always pursuing fairness, safety, and development of the sport. Typically, the ISU operates under strict regulations, making this official promotion of a specific commercial work an exceptionally rare and groundbreaking endeavor. This signifies the ISU's proactive exploration of new approaches beyond traditional frameworks to promote the sport and expand its fan base. Especially facing challenges like a decline in younger generation participants and ensuring media exposure, there's a strong strategic intent to stimulate interest in the sport through popular manga and unearth potential fan bases. As many sports organizations increasingly strengthen collaborations with e-sports and pop culture in the 2020s, the ISU's move can be seen as a progressive example embracing this trend.
What does "Sales at official merchandise booths" mean?
"Sales at official merchandise booths" in this article refers to the manga "Medalist" being sold alongside regular official goods and sponsor products at the venues of international competitions, such as the World Championships, organized by the International Skating Union (ISU). This goes beyond mere advertising, strongly suggesting that the ISU positions "Medalist" as an "officially recommended content" for conveying the appeal of figure skating itself and increasing its fan base. Usually, merchandise corners at international sporting events are primarily stocked with apparel bearing event logos, programs, national team support goods, and products from official event sponsors; it's extremely rare for an external manga work to be included in this lineup. This unprecedented sale provides an excellent opportunity to directly deliver the work to enthusiastic figure skating fans gathered at the pinnacle stage of the World Championships. The experience of purchasing it in the special atmosphere of the venue is expected to become an unforgettable memory for fans, further deepening their affection for the work. From the ISU's perspective, there is a strategic aim to deepen understanding of the sport through the manga, attract new fans, and enhance engagement among existing fan bases. This can be considered a successful example of a modern promotion strategy that aims to combine the manga's compelling power with the authority of the sport, generating a synergistic effect beneficial to both. Depending on sales performance, it could also serve as an impetus for other sports organizations to consider similar collaborations, making it a pioneering initiative.