We worked with ASICS’ retail team to gain consumer cut through during marathon season driving passionate runners to the store

Challenge

Marathon running is having its moment right now and so to are the running brands investing in the sport. While the lead up to 26.2 mile season has historically been dominated by those companies with direct event sponsorship, more and more business are looking to get involved in the moment and challenge this status quo. So while there has been a big influx in people putting on their trainers and being given a whole host of opportunities to join a running communities with their favourite brands, the options are becoming saturated and hard to differentiate between. Our challenge was to get more runners interested  in ASICS in the lead-up to the London Marathon and drive traffic to the ASICS store.

Cultural Edge 

We utilised our position as caregiver brand to provide a consumer journey to race day with an edge. Rather than focusing on how to get to the finish line the fastest we focused on how we could show the benefits of having a 360 approach to training that would you to train your body and your mind.

Implementation  

We provided a three-part expert led training series hosted by leading industry experts in mindfulness, nutrition and recovery, Within each session we offered product trial, panel talks, guided masterclasses and exclusive giveaways and photography as well as curating a unique event series brand identity. To drive event traffic and interest we worked with leading What’s On Media and running influencers..