WEBVTT

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The Lancet released a series of reports on

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the state of physical activity among 122 countries,

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and surprisingly, Japan ranked 97th as one of the least active countries,

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the lack of exercise seems to stem from a few factors.

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Japan has one of the longest working hours in the world,

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averaging 100 hours per week.

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since working hours are so long,

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it's almost impossible to make time to go to a gym due to Tokyo skyrocketing rent.

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Millennials are moving into tiny apartments where there's no

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room to exercise for a brand like Adidas,

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who innovates products to enable the world's athletes.

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Japan's lack of exercise became a source of inspiration.

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Adidas and IKEA presents

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move collection.

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Since Japanese millennials can only afford to live in tiny apartments,

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they only have the space and money to invest in a basic bedroom set,

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which is why we're collaborating with IKEa,

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we're going to create a collection that helps maximize living space to become

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more than just a place to sleep at night Upon first look,

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the collection looks like regular furniture,

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but when you move a few things around it converts into gym equipment.

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For example, this designer rug becomes a yoga mat.

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When you flip it, this wooden bookend is actually a dumbbell

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and this chair reconfigures into a workout bench,

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the possibilities are endless

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and unlike most home gyms and hardcore workout plans that require too much of your

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time and commitment move collection will provide daily

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10 minutes workout videos through the Adidas.

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Each workout video will also feature the best Adidas activewear

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that can help enhance performance for the specific exercise.

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How can a sports brand enabled japanese millennials

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who don't have the time nor resources to

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be physically active to enable their circumstances be more than what it seems to be?