An integrated campaign for the latest launch of the Quantum 360 trainer.
In the launch of their Quantum 360 running shoe ASICS wanted to create an integrated activation that could drive sales across their distribution partner JD Sports. As well as driving sales within their core millennial consumer they additionally wanted to build awareness around their brand platform, What The Gel. A platform that embodied ASICS’ mantra of living a healthy and positive life.
In order to create something that had real weight within culture we partnered with Mercury Music Award Nominee Novelist to create a music video that embodied our campaign messaging. This was followed up with a series of workshops with creatives in London, and finished off with a headline event at Kachette in Shoreditch.