BEN GENERAL, a baseball brand operated by ase Inc., has announced the signing of an advisory staff contract with Yuya Nishidate of the Yomiuri Giants.

Nishidate, who attended Hanamaki Higashi High School and later enrolled at Chuo University, emerged as one of the top pitchers in the Tokyo Big6 Baseball League during his college years. He was selected as the first overall pick in the 2023 NPB draft by the Yomiuri Giants. Known for his powerful fastball and exceptional control, Nishidate is regarded as one of the most promising young pitchers in Japanese professional baseball.

This partnership was formed as the mission of BEN GENERAL—'designing a new baseball culture'—aligns with Nishidate’s proactive and ambitious mindset. The brand, launched by ase Inc. with the vision of 'evolving the sports industry through design,' seeks to redefine baseball culture through innovative design.

Starting in 2026, Nishidate will serve as an advisory staff member for BEN GENERAL, actively participating in branding activities and contributing to the co-creation of a new baseball culture.

BEN GENERAL

'Designing a New Baseball Culture'

BEN GENERAL, also known as Ben General, has been used by numerous legendary players in Nippon Professional Baseball. Positioned as a baseball culture brand under the concept of 'URBAN STYLE BASEBALL,' it blends tradition with modern lifestyle, designing a new baseball culture that spans from elite professionals to everyday enthusiasts.

The brand brings together creators and designers with experience across domestic and international baseball manufacturers, serving both professional and amateur athletes. It revitalizes its product line with items that combine professional-grade technology with urban sensibility, wearable both on the field and in the city.

https://www.ben-general.com/

[Company Overview]

Company Name: ase Inc.

Representative: Hiroshi Kumamoto, President & CEO

Address: 2F, MH Building, 5-3-8 Shinjuku, Shinjuku-ku, Tokyo

URL: https://www.ase-inc.jp

Established: September 2018

FACT BOX

  • Source: PR TIMES
  • Category: Partnership