Toespraak van minister Kamp bij de uitreiking van de Koninklijke onderscheiding aan Motoi Oyama in Tokio, Japan

Toespraak | 30-10-2014

Ladies and gentlemen,

Thousands of professional and amateur Dutch athletes have trained, played and won in ASICS sports gear – from track and field world champion Nelli Cooman in the eighties and nineties to national hockey stars Maartje Paumen and Teun de Nooijer today. Moreover, ASICS has been the clothing sponsor of the Dutch Olympic team for over twenty years.

This means the Netherlands was already familiar with ASICS when it opened its headquarters in Hoofddorp in 1995. This was a time when running was becoming popular in the Netherlands, and people in Europe were taking more of an interest in their health. In ten years’ time the number of participants in the famous Dutch Dam to Dam Run, sponsored by ASICS, doubled.

ASICS is the acronym for Anima Sana in Corpore Sano, a Sound Mind in a Sound Body, so this was the perfect time to focus on the European market with a new head office.

Nonetheless, European profits were initially disappointing. That is, Mr Oyama, until you appeared on the scene in 2000 to turn ASICS Europe into a success. You have managed to transform ASICS Europe from a service organisation for subsidiaries into a European head office. That was no easy task, but one which you accomplished with vision and dedication.

Very soon, it became clear that this approach was successful. In your first year you managed to turn losses into profits. From the outset you have worked hard to make ASICS Europe a successful and modern organisation.

Of course your achievements have benefitted ASICS, but they are also of benefit to the Netherlands. The organisation started in 1995 with sixteen staff, in 2000 this number had grown to a hundred and today ASICS Europe employs 250 people. This gives a huge boost to our job market and economy.

Mr Oyama, you worked hard to make the organisation successful and competitive. Under your leadership – initially in Europe and now at the head office in Japan – ASICS has become the market leader in running shoes and the third largest sports shoe brand. You also made sure ASICS became the renowned brand that is worthy of a market leader.

But, ladies and gentlemen, today I would also like to focus on another very important aspect. Mr Oyama’s ambitions go beyond just making a profit. Corporate social responsibility is also a priority, and during his career this area has received growing international attention.

Mr Oyama applies values such as equality, good employment practices and sustainability in all ASICS organisations, with suppliers and other business partners. And just like me, he attaches great value to a better gender balance, and strives for an international workforce. This is reflected in a diverse mix of 30 nationalities of men and women at the Hoofddorp office.

The design of the office subtly recalls Japanese culture, including origami-inspired lighting. Visitors will not however immediately notice that the office is an environmentally-friendly building, which uses many ecological materials, and biomass and solar panels to generate energy. It exudes innovation, while giving a nod to the brand – such as in the recurring honeycomb patterns on ASICS shoes.

But ASICS and Mr Oyama’s biggest achievement is promoting sports. The company also tackles obesity by raising awareness. And in the Netherlands the brand sponsors major running events such as the earlier mentioned Dam to Dam Run and the Seven Hills Run, which attract tens of thousands of running enthusiasts. There is no better way to put the meaning of the ASICS name into practice!

Many organisations have a vision, but only few of them truly combine their vision with their culture and strategy. ASICS is one of those organisations, and that makes it a good corporate citizen. And apart from the many athletes in ASICS sporting gear, it is a fantastic calling card for Japanese business in the Netherlands. And likewise Mr Oyama, I understand that you hold the Dutch culture in high regard. This mutual appreciation is reflected in the relationship between both countries.

Mr Oyama, all your contributions to Dutch society have not gone unnoticed. It is therefore my great pleasure to announce to you that His Majesty the King is pleased to appoint you an Officer of the Order of Orange-Nassau.

Mr Oyama, could you please come forward.