Men's 100m final at the IAAF World Championships London 2017 (Getty Images) © Copyright
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TDK working to attract tomorrow’s stars – IAAF World Championships London 2017

Boasting a proud and long-lasting relationship with the IAAF World Championships, TDK have been at the very heart of the biennial event since the inaugural and unforgettable first edition in Helsinki, Finland.

The Japanese multinational electronics corporation, whose corporate motto is “Contribute to culture and industry through creativity,” believes their spirit has matched that of the IAAF throughout their lengthy sponsorship of the sport’s flagship event.

TDK remain a visible presence through their bib sponsorship of the men – a role they have fulfilled continually since the 1983 World Championships. However, for the IAAF World Championships London 2017, TDK has promoted its communication slogan “Attracting Tomorrow” with the company looking to future developments and innovations.

“For TDK the words “Attracting Tomorrow” symbolise TDK’s aspirations as we continue to create over the years, new norms for electronic components and sensors, which will contribute to many products in the daily life of end consumers, ranging from the information and communication, to the automotive and industrial and energy application markets,” says Kazushige Atsumi, General Manager of TDK’s Corporate Communications Group. “For the future, TDK will endeavour to build and change the future through innovation small components.”

“The verb “attract” is used to describe how a magnet draws iron. It also has the meaning of captivating and fascinating people. On the basis of our core competence in magnetic technology, TDK has continued to create new technological frontiers with the capacity to change the future.”

“Rather than just waiting for the future to happen, we should seek to attract it with our own will and effort. This is the sentiment contained in TDK’s “Attracting Tomorrow” message.”


Noah Lyles leading drills at a Rising Stars Clinic in London (organisers)Noah Lyles leading drills at a Rising Stars Clinic in London (organisers) © Copyright


Among one of the main activations TDK have focused on for the IAAF World Championships 2017 has been their TDK Rising Stars Clinic. As part of the programme several young aspiring athletes from London were given a training clinic led by some of the world’s finest emerging athletics stars; Noah Lyles of the US, South African Dominique Scott, British duo Jake Wightman and Nethaneel Mitchell-Blake and Toni Minichiello - former coach to three-time World heptathlon champion Jessica Ennis-Hill.

Moderated by World 60m hurdles record holder and two-time former World 110m hurdle champion Colin Jackson students were taken through various training and technical drills by the athletes at the Stoke Newington School and Sixth Form in the London borough of Hackney last month. The morning was then wrapped up with a relay race and the ultimate prize: IAAF World Championships London 2017 tickets for each student and an accompanying person.

“It is of great importance to us to aid and contribute to the hopes and future dreams of young up and coming athletes,” adds Atsumi.

And what about TDK’s hopes for the IAAF World Championships in London?

“As our message “attracting tomorrow” we hope the championships will unveil the next generation of stars in this wonderful sport,” he adds.

Steve Landells for the IAAF