Experiential & Partnership Activation
Tasked with cementing ASICS as the authority in the running category, the 2019 EMEA Marathon activation campaign was all about demonstrating 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.
We created an integrated social content and experiential activation program at marathons across the Europe that focused on providing runners with both physical and psychological tactics to run efficiently. Shoes and tech are one part, but mental strength is critically important, so we introduced the concept of running mantas. The ASICS running community shared their own personal mantras via social content, and visitors to marathon expos were invited to customise their souvenir apparel with their personal slogans as well as immersing visitors into the innovative world of ASICS design and tech with an experience to launch the new hero Metaride shoe.
The campaign is still live.
Results to follow.