Fusing Culture & Performance to Reach UK Streetwear Audiences
ASICS x JD Sports
Strengthened ASICS’ partnership with JD Sports and built cultural credibility with UK streetwear consumers.
The Challenge
ASICS wanted to connect with a new generation of UK consumers at the intersection of streetwear, music and art. With JD Sports as a key partner, the task was to move beyond product marketing and create culturally authentic moments that built long-term brand love.
Our Approach
Powered by Validate, we designed a campaign rooted in culture, not trends:
- Strategy: Culture mapping and tastemaker workshops to uncover authentic entry points into UK streetwear and music scenes.
- Social 2.0: Produced a custom grime track, music video and culture-first content that positioned ASICS within the conversation.
- Activation: Delivered immersive IRL events and workshops, bringing together creators, fans and communities under one campaign.
- Media Integration: Amplified through JD Sports’ JDX platform, ensuring reach and engagement with the right audiences.
The results
- Strengthened ASICS’ commercial partnership with JD Sports
- Elevated ASICS as a culture-connected brand in the UK streetwear scene
- Built equity with a new generation of fashion-conscious consumers
- Delivered standout digital and in-person activations over 12 months
Why it worked
We translated real cultural insight into creative strategy, social storytelling and live experiences. By empowering creators and grounding the work in streetwear culture, ASICS made a credible move into lifestyle while staying true to its performance heritage.
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