When the Tokyo 2025 Deaflympics opens on November 15, cheering will take on a new form through a collaborative initiative involving the Tokyo Metropolitan Government, NHK Enterprises, NHK Global Media Services, 5005 Inc., and TBWA HAKUHODO.
Developed under the Tokyo Metropolitan Government’s initiative to promote inclusive sports culture, “Cheer Signs” redefines how people express emotion and connection through design. The project transforms cheering from an act of noise into a language of movement, making empathy a visual experience shared by all.
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Rooted in human-centered design, “Cheer Signs” invites audiences to communicate through rhythm, gesture, and emotion—bridging the gap between hearing and deaf communities. By converting applause into motion, the project challenges conventional ideas of communication and opens new possibilities for inclusive expression on a global stage.
Designing Empathy in Motion
In most sporting arenas, cheering is powered by sound—voices, chants, and music filling the air. Yet for deaf athletes, those expressions of support often remain invisible. “Cheer Signs” redefines this connection between athlete and audience, transforming applause into choreography—a shared visual rhythm that can be both seen and felt.
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Developed to coincide with the 100th anniversary of the Deaflympics, “Cheer Signs” was born from a simple yet powerful idea: that cheering should be inclusive of everyone, whether they hear or not. Rooted in Japanese Sign Language and shaped by the sensory perspective of those who “see the world through their eyes,” it invites all spectators to express encouragement through motion and emotion.
The system introduces three signature gestures—“Go!”, “You Can Do It!”, and “Grab the medal!”—each inspired by sign language expressions of applause. Together, they form a new design language of empathy, where energy replaces sound, and connection transcends hearing.
Co-Creation with the Deaf Community
“Cheer Signs” was co-created with deaf athletes and deaf creators, ensuring authenticity in every gesture. This process embodies the principles of inclusive design—collaboration, empathy, and co-creation. Rather than designing for the deaf community, it was designed with them, transforming communication into a collective act of understanding.
Through this collaboration, “Cheer Signs” extends beyond sports—it proposes a universal model of connection: communication designed not through words or sound, but through human movement and shared emotion.
Tokyo’s Vision of Inclusive Design
“Cheer Signs” was realized through the collaboration of the Tokyo Metropolitan Government, NHK Enterprises, NHK Global Media Services, 5005 Inc., and TBWA HAKUHODO. As Tokyo prepares for the centennial Deaflympics, the project reflects the city’s ambition to pioneer inclusive communication design for the next generation of public experiences.
To learn more about “Cheer Signs” schedule and demonstration venues, visit the Tokyo Metropolitan Government’s official English website here.
Credits
Chief Creative Officer: Takahiro Hosoda
Creative Director: Suguru Kato
Art Director: Katsuya Arai
Copywriter: Kei Hirasa
Film Director: Nobuyuki Yamatsu
Motion Designer: Kiyotaka Sumiyoshi
Producers: Shun Sasaki, Wataru Ito
Head of Production: Hirotaka Fukatsu
Strategic Director: Atsushi Kikkawa
Strategic Planner: Yuna Mogi
Account Director: Ryusuke Taira
AloJapan.com