Niseko is making a name in European marketing right now.

First, in December 2007 Mazda UK named an edition of their MX-5 car the ”Niseko” (ironically a convertible);
“…to celebrate its continuing status as ‘Britain’s favourite sports car brand’ this winter, Mazda is introducing a air of special edition ‘Niseko’ models, named after Japan’s most prestigious skiing resort…” source

The Lacoste Niseko

Following the Niseko branding is Lacoste, who are releasing a ”Niseko” line shoe….and what a damn cool shape they are… source