SiS launches in Japan

Blackburn-based global nutrition brand Science in Sport (SiS) has launched in Japan, targeting one of the world's biggest endurance sports markets.

The company says Japan is home to more than 70 million sports participants and eight million runners. SiS has partnered with RunNet, Japan's largest running platform, to deliver athlete stories, educational content and performance nutrition guidance tailored to Japanese runners.

SiS has also become title partner of the UK Ekiden, inspired by one of Japan's most cherished sporting traditions.

Dan Lampard, chief operating officer at Science in Sport, said: "Japan is one of the most exciting performance nutrition markets in the world, but what attracted us most was its unique endurance culture, passion for continual improvement and the respect athletes place on quality, preparation and performance.

"We want to become a meaningful part of the endurance community through education, local partnerships, athlete support and long-term investment in the market."

The company has appointed Japanese endurance athletes Kazuto Iizawa and Takako Takamura as brand ambassadors, supported by its elite performance advisory panel, which includes Sir Chris Hoy, Dame Jessica Ennis-Hill, Dame Laura Kenny and Eilish McColgan.

Iizawa, the current Japan and Asian 1500m champion, said: "I'm excited to see SiS officially expand into Japan, making world-class sports nutrition more accessible to athletes and runners across the country."