How does Yonex tell a consistent brand story across performance gear, ambassadors, and digital campaigns? Has there been a time where your Japanese identity helped — or needed to be adapted — in a new market? What’s next for Yonex as a brand? What brand principles have you learned in your time working at Yonex?

Casey Yoneyama is the Global Marketing Director at Yonex. He joined Yonex in 2019 with the ambition to help tell the story of his grandfather’s company.

Yonex is a global sporting goods brand from Nagaoka, Japan, dedicated to craftsmanship and innovation. With expertise in carbon graphite technology, Yonex manufactures high-performance equipment—from badminton and tennis racquets to golf clubs, snowboards, and road bikes—and offers apparel, shoes, and accessories that support every player’s sporting experience.