World Athletics unveils every second Sugoi as motto for the 2025 World Athletics Championships
The 2025 World Athletics Championships are set to return to Tokyo for the first time in over three decades, with organisers unveiling the official motto, Every Second, Sugoi, and the event’s striking visual identity. While the Japanese term Sugoi translates to “amazing” or “extraordinary,” it has sparked particular interest in Kenya, sharing its name with President William Ruto’s hometown.
The Local Organising Committee for the 2025 World Athletics Championships has unveiled the official motto and visual identity for the global event, set to take place in Tokyo from 13 to 21 September.
Returning to Tokyo for the first time since 1991, the Championships aim to celebrate the dynamism of athletics with a striking visual identity, showcased through an official poster. Organisers hope the design will resonate with fans worldwide, symbolising the sport’s energy and excitement.
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Adding to the anticipation, the organisers revealed the event’s motto, Every Second, Sugoi, which they believe captures the spirit of the competition. The phrase blends English and Japanese, marking a historic first for the World Athletics Championships.
In Japanese, “Sugoi” translates to “amazing,” “fantastic,” or “extraordinary.” The organisers aim for the motto to inspire a sense of awe, embodying the idea that every moment of the Championships will be extraordinary.
𝐸𝑣𝑒𝑟𝑦 𝑆𝑒𝑐𝑜𝑛𝑑, 𝑆𝑈𝐺𝑂𝐼 🌟
— World Athletics (@WorldAthletics) January 22, 2025
The official motto and poster of the #WorldAthleticsChamps Tokyo 25 are here!
Who's ready to witness the SUGOI? 👀
🔗 https://t.co/D49FkWXaor pic.twitter.com/2tpBtMLKFi
The choice of “Sugoi” also sparked lively conversations in Kenya, as it shares its name with the hometown of Kenya’s President, William Ruto. However, organisers clarified that the term’s Japanese roots symbolise universal wonder and admiration.
Tokyo 2025 marks the 20th edition of the Championships, and Kenya will be looking to improve on its performance from Budapest 2023, where the country won three gold, three silver, and four bronze medals.
One of Kenya’s key targets will be reclaiming its dominance in the 3,000 metres steeplechase. Moroccan star Soufiane El Bakkali has clinched gold in the event at the last two editions, ending a 35-year reign by Kenyan athletes in Oregon 2022.
As the countdown begins, organisers and athletes alike are gearing up to deliver a spectacle that promises to live up to its motto - where every second truly is Sugoi.
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