144 Y. TAKEBUTA ET AL.
Fig. 6.6 “Electric power with a face” business model (Source Figure created by
author, translated by Eivind Lande)
Tokyo Metropolis, another example is Kawaba Village in Gunma Prefecture, which is providing wood biomass-generated power to about 40
households in Setagaya Ward. 6
2. Naming Rights Model
The sporting goods producer Adidas purchased naming rights, allowing
it to designate an “Adidas Electricity Generating Plant,” and was even
able to acquire the naming rights for the electricity itself. The plant
has a capacity of 72 kW and generates on average nearly 67,000 kWh
per year. Adidas acquired the naming rights for electricity supplied to a
private exhibition curated by the artist Chim ↑ Pom, held in November
2016, where artwork produced by the artist Hirai Arita was exhibited. The theme was “Everything is renewable / Sustainable,” “Life
is avant-garde.” Energy, fashion, music and a variety of genres of art
work were displayed (Yahoo nyu-su 2016). Adidas purchased the naming
rights to the renewable electricity supplied to this exhibition from Minna