How does Yonex tell a consistent brand story across performance gear, ambassadors, and digital campaigns

Casey Yoneyama

Executive Managing Director, Global Marketing, Yonex Co., Ltd

Casey Yoneyama is the Global Marketing Director at Yonex. He joined Yonex in 2019 with the ambition to help tell the story of his grandfather’s company. Yonex is a global sporting goods brand from Nagaoka, Japan, dedicated to craftsmanship and innovation. With expertise in carbon graphite technology, Yonex manufactures high-performance equipment—from badminton and tennis racquets to golf clubs, snowboards, and road bikes—and offers apparel, shoes, and accessories that support every player’s sporting experience.