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ASICS
Win The Long Run
ASICS
Win The Long Run

A Global Activation Strategy For Marathon Runners

Objective

Cement ASICS as the authority within the running category and demonstrate how the brand’s unique technology can help runners ‘Win the Long Run’ – not just this race, but the next one and the next one.

Strategy

Shoes and tech are not enough. Mental strength is critically important to achieve goals. Building on the global positioning: ‘Win the Long Run’, we developed an integrated activation campaign to build on cultural heritage and credibility among run-lovers.

Campaign

Delivered across Europe the programme focused on providing runners with both physical and psychological tactics to run efficiently. An integrated social content programme in the months pre-race introduced the concept of running mantras, ASICS influencers shared their mantras and back stories and experiential activations in retail and at marathons encouraged and rewarded mantra use and sharing. Marathon expos offered mantra customisation of souvenir apparel as well as immersing visitors into the innovative world of ASICS design and tech with an experience to launch the new hero Metaride shoe.

12 Marathons
+220% Merch Sales
30 Mantra Videos
4.5m Views
350k Live Interactions

Insights + Strategy | Creative Concepting | Campaign Planning | Experience Design | IRL Production | Social Content Creation | Brand Partnerships

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