Experiential & Partnership Activation
ASICS tasked us with activating their headline partnership with one of London’s biggest running events this year, Virgin Sport’s 10k through the capital city, the ASICS 10K.
We made sure the ASICS brand was visible and added value to race runners and supporters throughout the day with innovative and shareable brand experiences.
Hyperactive developed the campaign ‘Run United London’. The concept focused on unifying runners around their shared love of running, and offered motivation during and celebration following the race.
Culminating in a brand activation zone in the heart of London’s Trafalgar Square ASICS celebrated runners’ achievements with a range of shareable moments and entertaining activities. With one eye on the next race, ASICS enabled runners to find their perfect shoe with live high-tech gait analysis coupled with retail promotions.
- 9000 runners
- In-store activation pre-event at the flagship Regent Street ASICS store
- Hundreds of social uploads using the campaign hashtag