Making running a central part of your lifestyle
Why I Run: Stories from Runners
Vol.1 Hideaki Makino Part 2
Text: Shun Sato
Taking on the Frontier
Makino Hideaki currently works in the creative department at his company, specializing in B2B. His main job is corporate PR and B2B business.
"We use our brand to create and produce products for other companies. This is different from collaborations, as we don't sell the products ourselves, but products with our brand name are sold in other stores. However, our style is not just to lend our name; we work hand in hand with our clients, directing the product and promoting it."
For example, there is a model produced by a private brand that is sold at a major sports retailer. This product was created by utilizing Makino's experience in marathons and running. It is only recently that his running and work have started to overlap.
"I originally worked in sales for over 10 years, and then I put that experience to good use as I was put in charge of the website and wrote product reviews, but when the company announced an internal recruitment, I wanted to do something where I could use my strengths, so I transferred to my current department.
To begin with, I was never a good kid, so I was a bad employee who would snap at my superiors (wry smile). But by achieving a sub-3 time, I started to be respected both at work and outside of work, and people started talking about me as an interesting guy both inside and outside the company, and I was able to work with people in the industry. Then, the company realized that it was more beneficial for them to let me do what I'm good at than what I'm not good at, so I feel like I've earned my position. Now I've been given the authority to do buying, which I thought I'd never be involved in as part of my job, and I'm the one who's most surprised. It's like I've gone out the window as a window employee and then come back in again (laughs)."
My strengths in clothing design
In today's running scene, running influencers are designing their own clothing, and teams are running in clothing they have designed themselves. Various manufacturers are also entering the running industry, and new clothing is being sold. Makino says that what sets him apart amidst this competition is his own experience.
"I make sportswear, but I think what sets me apart is that I've been in the fashion world for decades and have a deep knowledge of it. Even though I'm into running, I think knowledge of the specialist field of fashion is extremely important. It's like multitasking, and I think that by creating things that are both about running and fashion, a unique style emerges. To put it simply, I think my strength is that I'm in a position where I understand both running and fashion."
Innovative collaboration
Makino produces running wear, supports manufacturers, participates in events, and competes in marathons.
What on earth is this person doing?
While most people tend to try to box out individual activities, Makino says with a smile that he is a "jack of all trades."
"That's the spirit of our company. A select shop selects interesting and good things from around the world. So, if there's anything that catches my eye or that I find interesting, I'll stick my nose in and enjoy the experience."
He is quick on his feet and shows up at various places, partly for work, but also because he enjoys connecting people, expanding the circle of running, and seeing the chemical reaction that occurs. For example, it was actually Makino who connected ASICS with the running wear brand Eldretcho.
"I introduced the idea to Asics, saying that if we could collaborate with Eldredge, something amazing could be born, and it really did happen (laughs). Of course, I was just creating the opportunity, but you can't make connections if you don't know about brands like that, so I think it's important to show up in a variety of places in order to have a variety of ideas like that."
I am no one anywhere
He has a deep knowledge of fashion and is familiar with the running industry. As his main job is manufacturing, he also has the know-how to create products. You would think that it would be easy for him to start his own brand, but Makino says, "That's not the case."
"I think I have ideas, but I'm not going to start a new brand and do it myself. I just have no business sense. So, to be honest, I don't think I'll ever go freelance unless I get fired from my company (laughs). I haven't been promoted at all, but I get along well with my boss and he appreciates my work, and I'm in an environment where I'm free to do what I want. I'd like to continue doing whatever the opportunity may be."
Makino's mindset of doing what he wants to do and pursuing what is good is also evident in his running. He is involved with several running teams, including RETO RUNNING CLUB, "Kenchanren," "LOUD RUNNERS," and "TRYING RUNNING CLUB."
"Appearing with various teams is like wearing running shoes from different brands. I think it's important to understand, 'Oh, so this team has these team colors,' or 'This is what's good about this team,' and get to know the good points of it. I'm sure people will ask me, 'Who are you and where are you from?' if they ask me that, but I plan to say, 'I'm just nobody from anywhere.' (laughs)"
RETO's unique culture
Makino almost never turns down an invitation to a training session or event, as long as the date is right for her. Some events and training sessions are only for women or only for seniors, but she is happy to participate because she wants to become friends with all runners.
What does Makino, who knows many different worlds, think of RETO?
"RETO has the advantage of having top athletes like Kamino-kun (Kamino Daichi) and Tamken (Tamura Kento) as coaches, and everyone gets along well. The system allows you to continue as long as you don't quit, which I thought was great as it can be used when planning a marathon."
What surprised Makino the most was the unique culture of RETO.
"What surprised me the most was that so many people chose not to run the Tokyo Legacy Half Marathon in order to support Kamino-kun at the MGC. I thought that was amazing (laughs). When you run alone, it doesn't really resonate with you as you support other runners. That's why I've never gone just to support someone without running. One reason is that it's quite difficult to leave home to support someone when you have a family (laughs). But when you think of it as a team, that kind of support also becomes something for the team, so the more you continue, the stronger that feeling becomes. I think that's a unique and interesting aspect of RETO."
Running-based lifestyle
Makino participates in each team's practice sessions and continues to improve himself while working as a pacer. He has competed in various competitions as a guest, team member, or individual, but there is one race that he considers to be his biggest challenge.
"I'm asked to run six or seven marathons during the season, but the Tokyo Marathon is still my number one and my go-to race. I wasn't able to train well for this year's race, and my condition wasn't great, so I was disappointed that I couldn't improve on my personal best (2 hours 47 minutes 44 seconds, Tokyo Marathon 2023). I'll try again next year."
Makino has become a pioneer who created a hybrid culture between running and fashion, and she will continue to weave stories that combine the two.
"Running has changed my life dramatically. Now, about 90% of my life revolves around running, and it has become one of my strengths, which I can use in my work as well. I'm sure I'll continue to place running at the very center of my lifestyle until the day I die (laughs). If I were to take running away from me now, I'd be like a racehorse that can't run, and the only option would be euthanasia (laughs). I feel incredibly happy to have found something that makes me feel this way."
