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