Sign-ups of traditional martial arts classes at local community centres are on a steady decline in the recent years. With the increasing popularity of Mixed Martial Arts (MMA) as an entertainment sport and the change in the public's understanding of martial arts, traditional martial art groups start to realise their irrelevance in growing times. Also, youths and working adults interested in martial arts tend to be more attracted to more established commercial gyms.
Ju-Jitsu Association of Singapore (JJAS) being the registered governing body for promoting traditional ju-jitsu in Singapore understood the shift and role of martial arts in today's modern context.
Together, JJAS and APT811 worked on strategies to bring traditional martial arts to the public; one such way was to hold Shiai Combat Sports Championship, a national mixed martial arts platform. Organised by JJAS and supported by Tanglin Community Club Management (TCCMC), it invites all martial arts gym in Singapore to participate.
The challenge: use design to shift the public's perception of traditional martial arts from just another show-and-tell performance to a combat sports platform where different martial art styles compete against each other. In other words, local martial arts was repositioned as a professional and modern sport that upholds the values and traditions of martial arts.
APT811 developed a stylistic brand direction, identity, and overall experience, educating the public on the various martial arts styles similar to a professional sport.
Shiai Combat Sports look to attract more athletes to train in traditional martial arts and spectators to appreciate the in-depth technical skills applied in the championship.
To learn more about this project and how to work with APT811, contact firstname.lastname@example.org.