ASICS Germany.

Europe-wide campaign for a new lifestyle range

Brand concept
Brand development
Web design
Design
Texts
Photography

The core idea

Putting the spotlight not on running shoes, but on the athletes running across rooftops.

At a glance · ASICS Parcouring

The mission.

Organisation: ASICS Germany
Campaign: Europe-wide launch of the new lifestyle collection.
Focus: Corporate event, corporate design
Credit: Contract secured and delivered by Oliver Hillebrecht
Timeline: 3 months of production, 9-month campaign period

The story

From challenge to solution.

The starting point

ASICS International designed a new lifestyle collection that was launched simultaneously in every European country. An event series, a major event and an accompanying online campaign introduced it to a new target audience and specialist high-street retailers.

The solution

In Germany, the focus was on using the emerging sport of Parcouring to build brand associations. The ASICS PARCOURING Tour in major German cities (Berlin, Cologne, Dortmund, Dresden, Karlsruhe, Munich) and the ASICS PARCOURING WORLD CHAMPIONSHIP in Hamburg addressed and reached both the target audience and specialist retailers. Accompanying online campaigns on social media extended the reach of the event series.

Production

Naming development · development of the corporate concept · creation of the corporate design · photo shoots · filming during the event series · event delivery · press relations

Artwork