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MLB — Hometown Heroes

JAPAN’S MAJOR LEAGUERS GET IMMORTALIZED IN THEIR HOMETOWNS. In 2025, Japanese baseball talent continues to reach new heights on the global stage. From dominant pitching to electrifying offensive performances, Japanese players have earned recognition and admiration worldwide. Yet behind every headline and highlight is a personal journey of these hometown heroes—shaped by determination, discipline, and a deep love for the game. To honor these athletes and the places that shaped them, MLB launched a nationwide manhole cover installation project celebrating the stories of 12 active Japanese players.

Each manhole was placed in a location of personal significance to the player: such as their hometown, the school they attended, or the field where they first learned to play. Each manhole was also designed by a different Japanese artist, bringing these stories to life in a variety of dynamic styles. The manholes served as both physical landmarks and storytelling portals. Through augmented reality, visitors were able to scan the manholes and unlock short films that share each player’s journey—from their earliest days in baseball to their rise to the Major Leagues. Animation by BluBlu. AR by Gimbal. Produced for MLB at W+K in Tokyo, Japan.

 

ANTHEM FILM

 

THE MAP

 

MLB PLAYER MANHOLES

 

DOCUMENTARY FILM

 

AR ATHLETE FILMS

 

NATIONWIDE MANHOLE HUNT
Visitors who discover and scan one of the manholes will be eligible to enter a contest for a chance to win a trip to a Major League ballpark in the United States–
to not just see, but experience up close, just how far their favourite player’s baseball talent has taken them, presented in partnership with MLB airline partner Japan Airlines.

 

TV COVERAGE

 
 
 
 

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