Kieko’s Journey: Adapting to Inspire a Culture of Empathy
Discover how adidas employee Kieko has adapted to working with a hearing impairment and how it’s fostering a culture of empathy at adidas Japan
At adidas Japan, around 50 employees with disabilities are contributing across 70% of our retail stores nationwide. Among them, team members with hearing impairments have recently stood out for their remarkable impact.
Currently, five individuals with hearing impairments are working in five stores across Japan, proving that hearing challenges are no barrier to thrive.
As we mark the International Day of Persons with Disabilities, I sat down with Kieko Tsukamoto, a Retail Professional with a hearing impairment, and her supervisor, Tatsuya Sato, Store Manager at our Kisarazu Factory Outlet. Together, they shared their inspiring journey and what it truly means to embrace diversity and inclusion in our retail environment.
UNINHIBITED BY DISABILITY: KIEKO’S PATH TO THE 3-STRIPES
Kieko plays a vital role in supporting the back-end operations at Kisarazu Factory Outlet, one of the largest Factory Outlet stores in Japan. Her energetic and efficient working style makes it hard to imagine that she lives with a profound hearing impairment.
“I lost my hearing when I was two years old,” Kieko recalls. “I always thought it was due to a high fever, but just last year, a relative told me the real cause was a fall from a tree!” She explains that while she can hear high-pitched sounds in her right ear with a hearing aid, low-pitched voices are difficult to catch. Her left ear remains largely unresponsive, even with assistance.
Despite her disability, she enjoys engaging in a variety of sports including table tennis, badminton, relay marathons, and road cycling. She’s even taken on other challenges like earning a motorcycle license. “Many of my sporty friends wore adidas, and that made me want to be part of the brand,” she says.
Before joining adidas, Kieko spent several years working at other apparel outlet stores. However, she had taken a six-year break from work to care for a parent before applying. “I was nervous when I applied – it had been a while,” she recalls. But Tatsuya Sato, the hiring manager who interviewed her, remembers it differently: “She didn’t seem nervous at all.”
Interestingly, Tatsuya wasn’t initially aware of Kieko’s hearing impairment. “During the interview, I noticed she asked me to repeat a few things. That’s when she explained her condition. From there, we used a speech-to-text app on her phone to continue the conversation.”
Why did Tatsuya decide to hire Kieko? “She doesn’t see her disability as a limitation,” Tatsuya explains. “She’s active in sports, has experience with well-known apparel brands, and her skills in stock operations made her an immediate asset to the team.” He adds,
"Kieko was the first person with a disability we hired at the Kisarazu Factory Outlet. But I’ve previously hired three people with disabilities at adidas, and one thing they all had in common was a proactive attitude. Kieko was no exception – her energy and determination really stood out."
CREATING INCLUSIVE SOLUTIONS TOGETHER
As with any disability, the impact a hearing impairment can have on day-to-day life varies widely depending on a person’s work experience, environment, and the severity of their condition. That’s why thoughtful communication, mutual understanding, and a willingness to co-create personalized solutions using the right tools are so important.
Kieko, of course, has faced her share of challenges. “It was hard to respond to customers when they asked questions, so at first, I would ask other staff members to help,” she recalls. “But over time, I started to feel bad about relying on them, especially when things got busy. I thought, ‘If I can, I want to try handling it myself.’”
Initially, she used a small electronic writing pad, but it was too small and slow to keep up. Now, she uses a smartphone app that automatically converts speech into text. “If I can read someone’s lips, I can sometimes respond directly. With the app, I can understand what customers are saying and even reply verbally,” she explains.
She also remembers struggling with tasks like hanging pants on hangers when she first started. “It took me a while, but a senior colleague taught me some tips, and I gradually got faster.” Her drive to improve and dedication to her work inspired her teammates and they couldn’t help but want to support her. “She’s always fully focused. If she’s unsure where something is, she takes initiative and asks,” one teammate shares. Another adds, “She works seriously and always seems to enjoy her job. Her initiative really helps the team.”
Colleagues use a lot of hand gestures to communicate with Kieko.The supportive atmosphere at the Kisarazu Factory Outlet didn’t happen by accident – it was shaped by the store manager’s empathy and leadership. Tatsuya recalls, “Before she joined, we all participated in a hearing impairment simulation.”
The team wore headphones playing music while performing tasks to experience what it’s like to work with limited hearing. “We discussed how certain situations could feel intimidating or isolating, and shared ideas on how to be more mindful and supportive,” says Tatsuya. Through these simulations and their daily work with Kieko, the team developed deeper empathy, awareness, and understanding.
REDEFINING COMMUNICATION: HOW INCLUSION STRENGTHENS TEAMWORK
Kieko wears a neck strap with a custom tag that reads: “I have a hearing impairment” and “I can use sign language.” Created by Tatsuya, the tag helps present her disability in a positive and empowering light. “Recently, Kieko has also been assisting customers with hearing impairments,” says Tatsuya. “That’s a unique strength she brings to our store.”
Kieko’s neckstrap with infographics and text that says “I have a hearing impairment" (left) , and “I can use sign language" (right).
Their story has begun to spark a ripple effect across adidas stores nationwide. Other store managers have reached out to Tatsuya for advice on inclusive hiring – what to consider and how best to support team members with disabilities. During a recent hiring process at another store in Hiroshima, Kieko was even asked to interpret in sign language for a candidate with a hearing impairment. Initially unsure of her own potential, the candidate gained confidence after hearing Kieko’s story. With Kieko’s encouragement, she joined the company and has since settled in well.
“Sometimes it’s hard to communicate, and building teamwork can be challenging,” Kieko admits. “But using tools like smartphones and staying visually aware really helps.” Tatsuya adds, “Having someone on the team who’s proactive and eager to contribute brings great energy. It’s never a drawback. In fact, it strengthens our team’s empathy and collaboration.”
Kieko now sends Tatsuya weekly messages with suggestions for store improvements. “Her ideas are always welcome, and I truly appreciate her initiative,” he says. “Most importantly, she doesn’t view her disability as a disadvantage. I hope she continues to take on new challenges with that same spirit.”
Here’s my biggest takeaway from speaking with Kieko and Tatsuya: what we often perceive as a limitation – like a hearing impairment – can actually become a powerful catalyst for stronger communication and teamwork. adidas Japan’s relatively high rate of employees with disabilities is a testament to the collective commitment and creative collaboration between individuals with disabilities and the teams that support them.