Sapporo Beer’s latest commercial, created for the “101st Hakone Ekiden,” features KID FRESINO as both a performer and songwriter. The ad, titled the “101st Hakone Ekiden Original CM,” will air during the “101st Tokyo-Hakone Round-Trip University Ekiden Race” on January 2 and 3 on Nippon TV.
The commercial captures the emotions of young athletes as they pursue their dreams of running in the Hakone Ekiden. It illustrates their perseverance, struggles, and triumphs through a blend of music and visuals. The ad aims to inspire not only current participants but also aspiring runners, fans, and anyone working toward their goals.
Since 1987, Sapporo Beer has been a proud sponsor of the Hakone Ekiden, producing a special commercial each year for the event. This year’s edition was filmed at the Ōtemachi starting line and the Yomiuri Shimbun headquarters, with KID FRESINO featured in the scenes. The ad also includes authentic training footage of young athletes, filmed with the support of the track team “RUN.jp” and Fujichu Junior High School’s track and field team in Tsurugashima, Saitama Prefecture.
In a first for the Hakone Ekiden CM series, the artist who composed the song, KID FRESINO, also appears on-screen. The song itself was composed by Koshy, known for his work on Megan Thee Stallion and Chiba Yuki’s collaboration track “Mamushi” as well as NENE’s solo album Gekiatsu from Yurufuwa Gang.
The commercial will also be available for viewing on Sapporo Beer’s official YouTube channel starting at 7:00 AM on January 2.
“Corporate: The 101st Hakone Ekiden – Those Who Strive Edition” (60-second single version)

Broadcast Program:
The 101st Tokyo-Hakone Round-Trip University Ekiden Race (Outbound and Return)
- January 2, 2025: Nippon TV Network, 7:00 AM – 2:05 PM (tentative)
- January 3, 2025: Nippon TV Network, 7:00 AM – 2:18 PM (tentative)
Note: The commercial will also air during other related programs.
Additionally, it will be available on Sapporo Beer’s official YouTube channel starting at around 7:00 AM on January 2, 2025.
Song Information:
- Artist: KID FRESINO
- Lyrics: KID FRESINO
- Composition: Koshy