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ASICS Courtside LDN
We’ve worked with ASICS Europe as a retained PR agency for more than a decade.
Challenge
There’s a growing audience of casual tennis players in the UK who aren’t aware of the importance of wearing purpose-built tennis shoes. As the UK’s tennis spotlight turned to Wimbledon, ASICS faced the dual challenge of cutting through a crowded cultural moment while also shifting perceptions among a more fashion-forward audience who prioritise style as much as performance.
Idea
To coincide with the biggest tennis moment of the year, we set out to generate buzz around the new GEL-CHALLENGER™ 15 and elevate ASICS’ presence amongst the Sporty Socialiser audience – a growing group who engage with tennis more socially and stylishly than competitively.
Our goal was threefold:
Drive consumer preference for ASICS during peak tennis season
Educate the style-conscious tennis fan on the benefits of wearing proper tennis footwear
Showcase the GEL-CHALLENGER™ 15 as the ideal blend of comfort, clean design, and value for money
Working with event specialists Blood, we created ASICS COURTSIDE LDN, a one-day experience at Wimbledon Park designed to immerse guests in the world of ASICS Tennis. The event was curated to encourage play, learning, and storytelling – complete with expert-led coaching sessions, panel discussions, product education, and plenty of on-court action.
Implementation
We hosted over 20 tennis and lifestyle media and influencers, each gifted a pair of the GEL-CHALLENGER™ 15 along with a full ASICS look to match. The day offered opportunities to play, shoot content and engage directly with ASICS experts.
The experience brought to life the brand’s core values through movement, style and education – giving guests a fresh perspective on the importance of the right footwear, right when tennis was top of mind across the nation.