ASICS TIGER EXPERIENTIALTo reposition ASICS for a new generation, we launched a high-energy experiential tour across Lollapalooza, Bonnaroo, and Governors Ball, centered around a transformative, NYC-inspired subway activation.
This multi-city tour authentically connected the brand with "social runners" and "squad leaders" by leaning into their shared passion for music and movement.
Our experiences had over 620k fan interactions; shoe cleaning & polishing, arcade games to win custom ASICS, on-stage product drop with Rich The Kid, instructor-led yoga & relaxation, and a 5K. We heard loud and clear, with over 19.1m digital impressions, that runners & fashionistas were in love with ASICS.
By blurring the lines between performance gear and street culture, we didn't just show up at festivals; we earned a permanent spot in the lifestyle conversation. This shift successfully transitioned ASICS from a traditional heritage brand to an essential fixture for the modern, culturally-connected athlete.
The brand partnered with rapper Rich The Kid, who took to the stage a Lolla wearing the Summer Pack shoe that ASICS dropped at the festival.
Updating an Icon
We helped the ASICS team create the standalone ASICS Sportstyle brand logo (what you see today) to combine the overlap between ASICS Tiger, Onitsuka Tiger, and ASICS Performance, along with the leadership of Kiko Kostadinov Studio.
As a flagship Japanese brand, it was important for the company to respect heritage while striving for relevance. The updated logo represents dynamism and speed, rotating around a core - essential pillars of their brand and outlook.