THE J LEAGUE: VISION 2030 & PROJECT DNA

Challenge

The J League’s vision for 2030 is bold: to position Japanese football as the leader in Asia and a true competitor among the world’s top leagues and footballing nations. This ambition encompasses both league excellence and a thriving national team, with a commitment to sustainable growth from within—developing homegrown talent as the foundation for lasting success.

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To bring this vision to life, the J League required a strategy tailored to Japan’s unique footballing heritage, cultural strengths, financial landscape, and resources. This called for the creation of a world-class academy system grounded in the fundamentals of elite development, infused with innovative thinking and progressive methodologies to create an environment where both players and staff could excel and realise their full potential.

Solution

Strategic Framework for 2030 Success‍

MADE developed and implemented Project DNA, a long-term strategy aimed at establishing a world-class youth development system. Presented in the Project DNA to the Future Vision book and distributed widely, the strategy gained strong alignment and buy-in from senior stakeholders across Japanese football. By actively engaging key figures, including the J League’s Executive Committee, we set a unified 10-year trajectory for player development, fully aligned with the bold 2030 vision.‍

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Customized Academy Evaluation and Benchmarking‍

"You can only improve what you can measure."
With this guiding principle, we designed a tailored evaluation process to benchmark each academy against 300+ standards, using a 1 to 4-star rating to track progress and foster accountability. Each club received a detailed report, action plan, and support program, creating a roadmap for continuous improvement.‍

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Standardised Licensing and Reporting System‍

To enhance clarity and consistency across the league, MADE introduced and project-managed the development of the J League Academy Management Platform (JAMP). This structured licensing system provides clubs with regular insights and transparent reporting, enabling the J League to monitor progress accurately and allocate resources effectively.‍

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Workforce Development – Building Expertise for the Future‍

MADE delivered bespoke, licensed courses tailored to the Japanese game, reaching all levels of staff—from Technical Directors and CEOs (Leaders in Football) to Academy Directors, Heads of Coaching, Heads of Education and Safeguarding—along with league-wide workshops in specialised areas for senior and academy staff. These programs established a high-performance culture and robust operational structures, creating a lasting legacy within the Japanese football ecosystem. Project DNA’s workforce development modules were also integrated into the Japanese Football Association’s coaching licenses, ensuring long-term impact across the sport.

Impact

Immediate Standards Improvement: All 60 Clubs achieved rapid progress, with over 1,000 targeted actions completed to enhance academy quality and productivity.
Optimized Resource Allocation: Access to comprehensive data allowed the J League to direct support and resources effectively, maximizing impact and informing strategic decisions.
Milestones in International Success: U17 and U23 AFC championship wins, showcasing Japan’s development on the international stage.
Increased Global Presence: Rising international interest in young Japanese talent has led to increased transfers of U21 Japanese players to European clubs, further enhancing Japan’s reputation in global football.
Increased Investment and Engagement: Clear action plans spurred both financial investment and stronger commitment from clubs to uphold elite standards.
Legacy of a High-Quality Workforce: Project DNA’s licensed training programs created a more skilled, knowledgeable workforce, fostering sustainable youth development and ensuring long-term growth for Japanese football with over 105 course graduates and 300+ annual attendees at programmed workshop events.