The Nippon Lifesaving Association, a Public Interest Incorporated Foundation, Signs Official Supporter Agreement with Newell Brands Japan LLC (Coleman)

The Nippon Lifesaving Association (JLA), a Public Interest Incorporated Foundation (located in Minato-ku, Tokyo; Director: Takuya Iritani), is pleased to announce that it has signed an official supporter agreement with Newell Brands Japan LLC (Headquarters: Minato-ku, Tokyo; President: Yutaka Nakazato), the company that operates the outdoor brand "Coleman."

Through this partnership, we aim to protect the lives of lifeguards from the increasingly severe summer heat in recent years and to build a safer rescue and monitoring system.

Background of the Agreement: Reducing Heatstroke Risk for Lifeguards

JLA works towards the goal of "zero water accidents," but the record-breaking temperature rises on beaches in the summer create a harsh environment for lifeguards who conduct long-hour surveillance. This time, our philosophy of loving and protecting nature aligns with the company's message, "Become a camper who is kind to the Earth and light up the future." We expect that by introducing the company's advanced heat-shielding and cooling technologies to the field, lifeguards' heatstroke countermeasures will be improved.

Support System and Products to be Introduced

To prevent performance degradation under hot summer conditions, the following Coleman products will be deployed at monitoring stations:

▼ "Party Shade" with Dark Room Technology

Its high light-blocking capability, which blocks over 90% of sunlight, suppresses temperature rise under the shade. It blocks direct sunlight during surveillance, reducing physical burden.

▼ Cooler Boxes "Take 6" and "Take 9"

Used for cooling beverages and icing materials. They enhance the quality of hydration and maintain the conditioning necessary for prompt rescue operations at all times.

Future Roadmap

Pilot Implementation on Shonan Coast (FY2026)

This summer, as a model case, we will verify the effectiveness of the products at activity bases on Shonan Coast (Katase Nishihama, Chigasaki, Hiratsuka).

Consideration for Nationwide Rollout (From Next Fiscal Year Onward)

Based on the test results, we will consider phased deployment to beaches and activity bases nationwide.

Collaboration at Competitions and Events

In addition to sponsoring the "All Japan Lifesaving Championship," we will also collaborate at the "Fujisawa LIFE FEST." We will provide a comfortable outdoor environment for visitors and conduct water safety awareness activities.

Fujisawa LIFE FEST Fujisawa LIFE FEST

The 52nd All Japan Lifesaving Championship (Scheduled)

Dates: October 10, 11, 12, 2026

Location: Katase Nishihama Beach (Fujisawa City, Kanagawa Prefecture)

Events: Lifesaving Ocean and Beach Competition Events

About the Nippon Lifesaving Association

This organization aims to contribute to the safe and comfortable use of waterfronts by the public by promoting and developing lifesaving activities, including waterfront environmental conservation, safety guidance, and rescue operations at beaches and pools nationwide.