(NOAH) Restoration to popularity! Behind the scenes of Pro Wrestling Noah's "Leaving Misawa" reform.
TV-Tokyo.co.jp
21st January 2020Noah's champion Kaito Kiyomiya.
You don't know the secret drama that is hidden here.
In January 2019, a company acquired Pro Wrestling Noah, which was a company that was in financial difficulties. The company is an advertising agency, LIDET entertainment. Actually this is a company that has produced professional wrestling events in the past with a proven track record, and at that time decided to undertake the operating Noah.
President Akihiro Takeda is standing by in a rebuilding role.
President Takeda is now working on rebuilding Noah, making full use of the know-how cultivated in the industry-leading New Japan Pro Wrestling. Earlier this year, when he took over, Noah was almost destroyed.
In 2000, Mitsuharu Misawa, following the death of Giant Baba, and who was a charismatic member of the Four Heavenly Kings of professional wrestling, took over All Japan Pro Wrestling. However, following a clash with the owner as to how to manage the group, Misawa decided to leave. In support of Misawa's actions, it was Kenta Kobashi, (who like Misawa reigned on the mat as one of the Four Heavenly Kings), joined in the decision to start a new promotion.
Even though he was at the top of the Pro Wrestling world, dark clouds were gathering...
The intensity of Noah's fierce battles quickly gained enthusiastic support, and in the blink of an eye became top of the Pro Wrestling world, and expanded to the Tokyo Dome. The 2005 tournament is the most notable, when Kobashi first encountered Kensuke Sasaki. It was a match that remains in the history of professional wrestling.
However, in 2006, after Kobashi was stricken by cancer and forced to leave the frontline for a year and a half, dark clouds began to drift over Noah's voyage. Kobashi made a miraculous comeback, but in June 2009, Mitsuharu Misawa died suddenly due to an accident during a match. Noah, who had lost their master, hired Naomichi Marufuji to be on the board as a joint vice president with Kobashi, to continue the voyage. Marufuji, who had been Misawa's attendant, had come with him from All Japan. He is the top active wrestler, who knows the pros and cons of Pro Wrestling Noah.
The withdrawal of terrestrial broadcasting, the mass walkout of major wrestlers, and the retirement of Kenta Kobashi, meant that the Ark was almost swallowed by rough waves. Noah, once called the leading power in Pro Wrestling, ran aground and was forced into bankruptcy.
Structural Reform "Leaving Misawa"
President Takeda stood up to save Noah from their plight, and used his skills that he had learned in New Japan. Taking the helm of the ark, President Takeda embarked on structural reform. It's bold statement is "Leaving Misawa".
President Takeda's "Leaving Misawa" meant to break away from the old constitution, and create a new era of history. The promotion which was a leading force in wrestling once, launched new colors and reformed to attract new fans. The first step they took as a mark of "leaving Misawa" was to change the logo. The corporate logo that had been used since the start of the company in 2000, was changed to a more modern design. In addition, the green mat which was Misawa's ikonic color, was changed to white. Of course fans raised pros and cons, but Noah needed to change. For the succession of Misawa's soul, it had to change.
Social Media strategy was the key to reform
The next key to reform was Social Media, which went under the knife. Once a week a PR strategy meeting was held, and the number of social media views and retweets was analyzed. IT professionals in information, alongside the content and timing of updates was studied as was the strategy of transmitting information. As a result of these efforts, from the beginning of 2019, fans gradually returned to Noah. That said, professional wrestling is only possible in an intense battle in the ring. In the dojo, the wrestlers who will support Noah's future, train every day.
Of particular interest, is Noah's current champion, Kaito Kiyomiya*. Although still a young man in the third year of his career, at Sumo Hall (which Noah ran for the first time in seven years*), he was tasked with being a key part. He is the rising star of Noah's future.
Noah's reform is only beginning. They are aiming for the day when they will be at the top again.
Link to original article from TV-Tokyo.co.jp
Picture credit: TV Tokyo
*This article was written when he was still GHC Heavyweight champion, but not published until after he lost it.
*Not strictly true as Naomichi Marufuji had his 20th anniversary there in 2018, BUT technically Noah as a promotion have not run their own show there for seven years.
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