Setting multiple world records, one hot dog at a time.


Since 1972, the world’s premier competitive eating contest is held during American Independence Day at Coney Island, NY. The Nathan's Hot Dog Eating Contest is the officially sanctioned event by the IFOCE (International Federation of Competitive Eating). For 37 years the world record stands at 25.5 hot dogs.

In 2001 a rookie from Japan, Takeru Kobayashi obliterates the world record when he ate 50 hot dogs in 12 minutes, doubling the previous record. Born in Nagano, Japan, Kobayashi is an ordinary 173cm, 58kg slim build man. The win, and the amount of which he won by took everyone by surprise. Except for Kobayashi.

Normally competitors asked the same question “How could I fit more hot dogs in my stomach?” Kobayashi frame the question differently, he asked “How can I make one hot dog easier to eat?” This new definition to the problem opens up a wave of new possibilities.

He treated the challenge like a sporting event, with rigorous training schedule and through testing methods developed his own unique eating techniques that has never been done before; Before each competition, Kobayashi expands his stomach by eating larger and larger amount of foods. He also developed his own unique technique “The Solomon” by splitting the frankfurter in half, dipping the buns in water, and then stuffing both parts in his mouth.

Kobayashi went on to become the undisputed world-record eating content winner from 2001-2006. In 2003, he faced his biggest opponent, a giant (and starving) 494kg Kodiak bear and was beaten.

At Geronimo, we strongly believe in asking better questions. This help us to explore different possibilities to the problem, redefine it and innovate new ways to solve it.

“I think the thing about human beings is that they make a limit in their mind of what their potential is, and they decide ‘Well, I’ve been told this or this is what society tells me’ — they have just been made to believe something. If every human being actually threw away those thoughts and they actually did use that method of thinking for everything, the potential of human beings, I think, is really great.” Takeru Kobayashi

Jeff Mimery - Creative Director.

Jeff Mimery