Case Study / November 16, 2017

ASICS

Regent Street Store Launch

Opening the Flagship ASICS store with immersive in-store experiences
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Inputs

Sports and lifestyle footwear and apparel is a cluttered landscape with new stores launching all the time

ASICS is bringing together four brands under one roof for the first time

Insight 

Opening your biggest store in the world is brave. Opening opposite Nike Town is even braver

Idea

Create an ASICS party that makes a statement to media and consumers by bringing to life each of ASICS four brands through a number of immersive in-store experiences

Implementation 

Created an environment that made ASICS feel modern and brought together lifestyle and performance

Secured a live musical performance from JP Cooper, a host in the form of BBC Radio 1 DJ Adele Roberts, in-house DJ and a Japanese inspired cocktail and sushi bar

Booked celebrated trainer customiser – Virginia Ben – to customise gifted GEL-LYTE III’s

Media partnership with Complex

Impact 

Successfully undertook ASICS biggest brand relaunch in 25 years