The Brief
ASICS Boston takeover that would launch the "I Move Me" campaign and service multiple businesses and brands.
The goal was to establish a dominant presence within Boston, engage in fitness lifestyles with their target audience, and ultimately expand the ASICS story across brands and categories.
Awareness Concepts
Large "I Move Me" ads are placed in prominent, high-impact spots across the city to promote the brand. To pay off the campaign, a Boston Moves Calendar aggregates local sporting activities and events from various sources.
Partnering with Keytar Bear and a dance troupe to lead lunch hour workouts in city squares with an ASICS pop-up truck.
Product Trial Concepts
Turn Big Dig ventilation shafts into an outdoor climbing wall staffed with Haglofs gear, and placing mini-kiosks with limited-edition ASICS apparel that can be unlocked with a foot-measuring scale.
Additionally, ASICS would sponsor shoe design classes at local universities, culminating in a gallery event where the winning student design would be manufactured and sold.
Commerce Concepts
Generate sales and buzz through innovative physical retail experiences, including a multi-story Boston flagship store concept featuring a sushi restaurant, fitness center, and running analyst consultations.
Additional novel proposals include configurable "store in a store" formats, a mobile floating pop-up shop on a barge for harborside athletes, and an exclusive, 61-flight walk-up store designed to reward dedicated runners.
