Imagine having the opportunity to experience another market's way of working, at a major international sporting event?

Connected Stadiums Director James McKenzie recently headed to the World Athletics Championships in Tokyo, as part of dentsu’s Global Talent Circuit. We hear from James on his experience.

G’day all, James here from MKTG Sports and Entertainment, Australia.

I recently had the incredible opportunity to attend the World Athletics Championships in Tokyo, supporting the Dentsu Athletics team in the lead-up and delivery of this major event.

It was my first time in Japan, and although I was a long way from home, the warmth and support from the Dentsu Japan and DSI made it unforgettable. A huge thanks to everyone who made this journey possible.

 Here’s a little deep dive into my experience.

To support the dentsu team delivery the World Athletics Championships, my role was primarily focused on stadium activations, event presentation, LED signage, car parking and passes; all supporting our partners and sponsors in bringing their visions to life.

Events like these are tough, with long days and even longer nights (big shout-out to those late-night konbini runs!), but every moment was unforgettable, the atmosphere in the stadium was loud and thunderous, making the experience all the more amazing.

Some highlights for me include: behind the scenes tours for partners, including ASICS, Sony, TDK, Honda and Seiko; the Royal family in attendance on Opening and Closing days; plus, visiting TBS studio to see how it all comes together! 

Outside of the work itself, a major highlight was exploring Tokyo between the athletics sessions, soaking up the history and culture of athletics in Japan.

Off the track

I had the chance to visit some culturual icons outside of the events learning. I discovered that visiting the ASICS House and Olympic Museum wasn’t just a tour, it was a powerful reminder of what sport truly represents.

• The ASICS House, located next to the Japan National Stadium, showcased the brand’s legacy in Japanese and global athletics. From early Onitsuka Tiger shoes to futuristic 170g prototypes, it celebrated tradition, innovation, and purpose. VR and AR experiences brought the track to life, letting us step into the shoes of champions.

• We also toured the Olympic Museum, which beautifully told Japan’s Olympic journey, from 1964 to today. Together, the two spaces highlighted the pride, resilience, and unity that sport brings to the world. It was a privilege to experience both, a true walk through the past, present, and future of athletics.

• Seiko’s "Harmony of the Moments" Exhibition: A beautifully crafted tribute to the soul of athletics, told through 12 powerful chapters that captured the emotion, history, and humanity behind some of the sport’s most iconic moments. From Usain Bolt’s lightning-fast world record to Sergey Bubka’s soaring legacy, each moment reminded me that athletics is more than competition, it’s a collection of stories that inspire generations.

Personal Highlights

One of the most meaningful parts of this experience was the people. From day one, the Dentsu Athletics team welcomed me with open arms. Their passion, professionalism, and warmth left an everlasting impression on me, not just as colleagues, but as individuals. I learned so much from them, both professionally and personally, and I’ll carry those lessons and memories with me long after the event has ended.

Further to this, I had the opportuntiy to meet with Yohei, denstu Sports International CEO, and the wonderful team behind dentsu's Global Talent Circuit.

I felt privileged to be invited to the Dentsu Gala - an event put on by Dentsu for partners and World Athletics - it was a beautiful evening celebrating collaboration.

And finally, sharing gratitude with the team after the final night – a poignant moment to capture the memories and experiences from the event, and ones that I’ll carry with me into the future.

Coming to a close

It felt symbolic when my time came to an end, after watching so many powerful athletes cross the finish line at Japan National Stadium.

This experience, like every race, had its own build-up, pressure, moments of intensity, and moments of pure joy. And now that it’s over, I’m left with memories I’ll carry with me forever.

Leaving Tokyo was bittersweet. It was my first time in Japan, I flew in solo, unsure of what to expect, and left with friendships, lessons, and a deep appreciation for the people and culture that surrounded me. From the Dentsu Athletics team who welcomed me as one of their own, to the DSI and MKTG teams who supported me from afar, thank you. Your kindness and encouragement made this journey unforgettable.

My advice to the next Global Talent Circuit participants: take it all in. Be present. Say yes. Learn from everyone. This experience will stay with you long after the last event ends and the stadium lights dim.

Whilst I've returned home and settled back into a routine, part of me is still in Tokyo, walking those long stadium corridors, laughing with the team, and soaking in every moment.

To everyone who made this possible, thank you from the bottom of my heart.

Until next time.