Harnessing the Untapped Potential of Invisible Disabilities in Retail

Working as a retail professional in the accessories department at the factory outlet in Nagashima, Japan, Masahiro Nagashima exemplifies the potential that individuals with Autism Spectrum Disorder (ASD) can bring to retail. Since joining adidas in 2016 through a disability employment program, Masahiro has transformed challenges into strengths, helping boost the store’s performance through thoughtful adaptations.

I am pleased to share Masahiro’s account of his inspirational journey, which he details below. His story serves as a model for how we envision diversity and inclusion at adidas in Japan.

Handing over to Masahiro Nagashima for his personal journey at adidas.

When I joined adidas Japan in 2016 through the disability employment program, I was excited but also a bit nervous. ASD presents its own challenges, especially in social communication and flexible thinking. Since it isn’t immediately visible, misunderstandings can arise. I realized early on that I needed to help my colleagues understand how best to work with me.

I created a special self-introduction sheet to introduce myself to my colleagues and new employees. The sheet explains my responsibilities, things I find difficult, and what I’d like my colleagues to know about working with someone with ASD. I even included a personal touch by drawing a puppy!

 Making Disabilities Visible with a Self-Introduction Sheet

The self-introduction sheet explains the characteristics of ASD (e.g., Difficulty in answering ambiguous questions or verbalizing feelings), things he wants colleagues to know about (e.g., He often uses a notepad to jot down conversations), his key work responsibilities, and things he finds difficult (e.g., answering inquiries by phone or managing the cash register).

Whenever new team members join, I sit with them and share this sheet to open a dialogue. It’s not always easy to talk openly about disabilities, but this tool has fostered a better understanding and more effective communication. Since using the sheet, I’ve noticed improvements in how we collaborate. For example, I often struggle with unclear instructions, but now my colleagues, including our store manager, Atsushi Tsuchida, make an effort to provide specific directions. One example of how this materializes is when organizing inventory; Mr. Tsuchida gives me clear instructions, like creating shelf row numbers, which makes it easier for us in retail to visualize and identify the stock we have available. It’s guidance like this that makes the task more manageable. 

Creating value by leveraging attention to detail

Masahiro positively impacted the larger team, which enthusiastically embraced his recommendations for improvements in workplace efficiency

One of my proudest achievements is improving our store’s inventory management. As the person responsible for accessories, I noticed that storing items in cardboard boxes made it hard to see what was inside.

I suggested switching to transparent containers and labeling them with the design, color, and size of the items. I created over 50 different types of labels to streamline the process. This system has not only made my work easier but also increased our efficiency. The feedback from my colleagues has been overwhelmingly positive, and now anyone can quickly locate what they need. Knowing I made a positive impact by embracing my skills felt incredible. 

From confronting challenges to winning an MVP award

Masahiro using a tablet to confirm the store layout with his colleagues

While I’ve successfully implemented changes, I still face challenges. Tasks requiring quick, flexible responses—like answering phones or managing the cash register—are sometimes difficult for me.

Recognizing this, Mr. Tsuchida introduced a sales management system that has kept me motivated. Together, we developed a weekly sales tracking sheet, allowing me to monitor performance and analyze trends of accessory items I am in charge of.

This data-driven approach plays to my strengths and has enabled me to suggest improvements, like optimizing the store layout. Over time, our accessories sales grew, and by September 2024, they had increased by 25% compared to the previous year. I was honored with the store’s MVP award for my contributions, which was a validating moment for my hard work.

A Journey of collaboration started with attentive listening

My progress wouldn’t have been possible without the support of my manager and colleagues. When Mr. Tsuchida first arrived, communication challenges between the team and me were significant hurdles. However, Mr. Tsuchida made it a priority to listen. We established regular meetings where I could discuss work-related and personal matters, like managing stress and balancing medical appointments.

These meetings have given me a sense of security and helped me stay motivated. With Mr. Tsuchida’s guidance, we regularly set new goals that push me to grow, ensuring I have the right support along the way.

What’s been particularly rewarding is the realization that everyone—whether they have a disability or not—has unique strengths and challenges. Our store embraces this diversity, fostering a culture of respect that allows all of us to thrive. I know I am just one example of the many other stories of colleagues with invisible and visible disabilities thriving at adidas stores across Japan.

As more companies recognize the value of employing individuals with disabilities, I’m confident that inclusive workplaces like ours will become the norm. I’m proud to be part of efforts by adidas to promote diversity, equity, and inclusion, and I hope our success inspires similar initiatives nationwide.