ASICS THE BIG CHASE

ASICS, in collaboration with Adam&Eve, sought to promote their new urban running shoes in a unique and engaging way. I was involved in creating an immersive theatre piece that wasn't confined to a traditional stage but instead spanned the streets of downtown Los Angeles. This innovative approach turned a standard 5k run into a dynamic, interactive performance.

The event attracted 60 influencers from across the globe, enhancing its social media visibility and reach. These influencers were not just spectators, but active participants in the theatre piece. They ran the 5k course and experienced the performance firsthand, allowing them to authentically engage with the ASICS brand and the new urban running shoes, providing them with unique content for their followers.

The immersive theatre piece was crafted to showcase the features of the new ASICS urban running shoes. The route through downtown Los Angeles was selected to mirror the urban environment these shoes were designed for, and the performance elements were integrated to highlight the shoes' performance and style.

The event concluded with a grand finale in an abandoned theatre, providing a dramatic end to the immersive experience. This finale served as a meeting point for participants to share their experiences, further promoting social interaction and engagement with the ASICS brand.

This innovative approach to product promotion enabled ASICS to create a memorable experience that transcended traditional advertising. It engaged influencers in a unique way and generated buzz around their new urban running shoes.

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Brand: ASICS
Agency: adam&eve, Amsterdam
Production Company: HELO