November 14 2025, 9:56 am | BY Adam Shaw | No Comments
When the Tokyo 2025 Deaflympics opens on November 15, cheering will take on a new form̶one brought to life through a collaborative project between 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. Transforming cheering from an act of noise into a language of movement, it turns empathy into a visual experience shared by all.
Rooted in human-centered design, “Cheer Signs” invites audiences to communicate through rhythm, gesture, and emotion̶bridging the gap between hearing and deaf communities. By transforming applause into motion, the project challenges how we understand communication itself, opening new possibilities for inclusive expression on a global stage.
In most sporting arenas, cheering is powered by sound̶voices, 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 choreography̶a shared visual rhythm that can be both seen and felt.
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!” (above), “You Can Do It!” (below), 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.
“Cheer Signs” was co-created with deaf athletes and deaf creators, ensuring authenticity in every gesture. This process embodies the principles of inclusive design̶collaboration, 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 sports̶it proposes a universal model of connection: communication designed not through words or sound, but through human movement and shared emotion.
“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.
For details on the “Cheer Signs” schedule and demonstration venues, visit the Tokyo Metropolitan Government’s official English website.
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
Account Supervisor: Min Liu
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