Casio Computer Co., Ltd. announced the launch of a global campaign for G-SHOCK under the theme, “Your Beat, Your Life.”
The campaign, beginning today with a phased rollout, features XG, Yuto Horigome, Kanoa Igarashi, and RUSHBALL as ambassadors, delivering a message for everyone who follows their own inner beat and continues to push their limits.
“Your Beat, Your Life.”
Since its debut in 1983, G-SHOCK has continued to challenge the conventional idea of the timepiece, always with toughness at its core. To reflect this undefeatable spirit in light of today’s diverse lifestyles, Casio has launched the new campaign, “Your Beat, Your Life.”
Unbound by the judgments of others or fixed ways of thinking, people follow their inner beat and shape their own lives. Even in harsh conditions or uncertain situations, they continue to move forward without giving up. This spirit defines the identity of G-SHOCK. The campaign will use a range of content to share this perspective with existing fans as well as with the younger generation shaping a new era.
The undefeatable spirit at the origin of G-SHOCK
At the foundation of the campaign is a history of struggle and challenge behind the creation of G-SHOCK, shaped through countless prototypes and repeated failures. The first G-SHOCK was born from a determination to create a watch that would not break even if dropped, an idea considered too ambitious at the time.
Even as prototypes continued to break under impact, the development team did not give up. They carried on with their experiments and finally developed a unique shock-resistant structure that challenged conventional thinking. This undefeatable spirit is the origin of the message the campaign will convey today.
Ambassadors who take on every challenge
The campaign brings together four ambassadors from different fields, including music, street culture, and sports. They are all taking on challenges and pushing through their limits. With their real activities and perspectives, they express the spirit of the campaign.
XG (Hip-hop/R&B artist group)
XG is a seven-member group that debuted in 2022 and continues to grow its global presence.
In 2024, XG held its first world tour, performing 47 shows across 35 cities worldwide for a total of about 400,000 concertgoers. In 2025, the group became the first Japanese act to close the Sahara Stage at the Coachella Valley Music and Arts Festival, one of the largest music festivals in the United States.
Yuto Horigome (Skateboarder)
Horigome has achieved three consecutive Street League Skateboarding (SLS) titles, including the first SLS victory by a Japanese athlete, and strong results at top-level competitions such as X Games.
He won the inaugural gold medal in men’s street skateboarding at the Tokyo 2020 Olympic Games and secured a second consecutive gold medal at the Paris 2024 Olympic Games with a dramatic comeback in his final run. At 27, he is recognised as a global icon in skateboarding and as one of Japan’s leading young athletes.
Kanoa Igarashi (Surfer)
Igarashi began surfing at the age of three in his hometown of Huntington Beach, California, USA, influenced by his parents. He represented Japan at the Tokyo 2020 Olympic Games in 2021 and won a silver medal, as surfing made its Olympic debut.
In 2022, he won all eight heats to claim the world title at the International Surfing Association (ISA) World Surfing Games. He continues to deliver strong results on the World Surf League (WSL) Championship Tour, one of the sport’s highest competitive stages, while continuing to refine his performance as one of the world’s leading surfers.
RUSHBALL (Hip-hop dance unit)
Formed in 2004 by KYOKA and MAiKA, a dance duo of two women. From the outset, the duo achieved strong results in various competitions, winning a world championship title in 2016. With ongoing activities both in Japan and abroad, they are recognised as one of Japan’s leading dance duos.
Starting June 10, 2026, special videos will be released in phases on the official website and social media platforms, including Instagram and YouTube.
These videos capture moments of the ambassadors pushing their limits in their respective fields, presented in a distinctive visual style. The content highlights both the toughness and functionality of G-SHOCK, along with the spirit the brand represents.
Click here for more information on “Your Beat, Your Life.”
Do stay tuned to Hype Malaysia for more updates.
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