Press Release
Tokyo, Japan, October 10, 2008
To become a casual brand giving pleasure and enjoyment to adults
Renewal of PARADISO
~The brand concept is ďItís All About Having FunĒ~
Bridgestone Sports Co., Ltd. renews the brand concept, logo type and symbol mark of its PARADISO brand, effective from 2009.

Having set a high value on the fun of sport for the last 15 years since its launch in 1994, the PARADISO brand has now been transformed into a casual brand matching the times. It offers contemporary fashion and advanced technology to adults with playful minds so that they can enjoy the brandís colors, patterns and features.