This initiative embodies the Japanese concept of "omotenashi," a deep-rooted value in Japanese culture representing warm hospitality and wholehearted welcoming of guests. In this spirit, Nissan's team presents kimonos inspired by each of its ten competitors as a welcoming gift, cleverly conveying the message, "feel comfortable, but not too comfortable," hinting at the fierce competition expected on the racetrack. Nakamura, hailing from Kyoto and known for his successful shows at London Fashion Week and features in prestigious magazines like Vogue and Elle, focuses on blending traditional Japanese techniques with modern, contemporary design. He collaborated with sustainable artisans in Japan to turn these kimonos into unique art pieces, reflecting Formula E and Nissan's commitment to sustainability. Traditional kimonos are crafted in a "zero waste" manner, using an entire roll of fabric without cutting, paralleling the FIA Formula E World Championship's achievement of becoming the first global sport to earn net-zero carbon certification since its inception in 2020. John Nakamura, the designer and founder of JU-NNA, comments on the project, stating, "The kimono holds great significance in Japanese culture, so the invitation to design kimonos for an iconic Japanese brand like Nissan was extremely exciting. My connection with the kimono started early, as my family owned a kimono company, and my father wore one to work. Through this special collection, we aim to showcase Japan’s hospitality, so I designed the kimonos inspired by the colors of the teams and their cars." Tommaso Volpe, the general manager and team director, expresses pride in partnering with a talented fashion designer like Jun to welcome the competing teams in an authentic and genuine manner. He notes that the first race in Tokyo represents a highly significant moment for the team, which draws its roots and spirit from Japan. Following two consecutive podium finishes, the team exhibits high confidence, welcoming its competitors to enjoy Japanese hospitality but with intense competition in the home race. This remarkable gesture by Nissan serves as an exemplary demonstration of how to honor culture and tradition while integrating modernity and innovation in the sports world. It enhances bridges of communication and respect between different cultures on the global stage, reinforcing the essence of cultural appreciation and hospitality.