ASICS engaged Light Year Productions and our PR sister agency Alt/Shift to launch the brand’s footwear partnership with tennis superstar Novak Djokovic, ahead of the 2018 Australian Open tournament.
The launch needed to communicate the sponsorship, hero the all new Gel-Resolution Novak tennis shoe and generate content to run across both domestic and global media – all whilst linking to the ASICS I Move Me brand campaign that celebrates movement and participation. Our remit included creative styling, product vignettes and the provision of audience specific food and beverages to suit.
Partnering with our preferred technical design partner Exposure and our AV heroes from Austage Events, LYP created an unforgettable media event in Melbourne that brought the I Move Me spirit to life through the ‘IMM Footwork Challenge’. An interactive, movement-based experience that used projectors and motion detection technology to demonstrate the speed of an elite athlete’s footwork, with the all new Gel-Resolution Novak tennis shoe as the hero, featuring prominent ASICS brand messaging throughout. Based on Novak’s time to complete the challenge, guests were invited to take to the stage to try and beat his time in the Gel Resolution shoe.
Alt-Shift secured event attendance from all key media outlets, with both the launch and specifically the footwork challenge itself, receiving national and global news coverage. Novak himself was suitably wowed by the footwork challenge tech, commenting “I wish I had one of these systems at home”.