- ASICS and Novak Djokovic launch latest shoe innovation, encouraging tennis fans to ‘Play the Unplayable’
- Green Room’s latest project in ongoing successful partnership with ASICS as lead global strategic creative agency for Core Performance Sports
- New COURT FF2 and COURT FF NOVAK collaboration launched at Australian Open with Green Room campaign creative and global retail toolkits
As part of an ongoing partnership with ASICS as the lead global Core Performance Sports (CPS) agency, Green Room were set the challenge of creating a fresh, global campaign to herald the release of ASICS’ latest Court FF2 and Court FF Novak tennis shoes; inspired by the insights of world No. 1 tennis player, Novak Djokovic.
The hero campaign forms part of a three-year strategic platform crafted by Green Room for ASICS. ‘Play the Unplayable’ is the latest highlight within a rolling strategic calendar involving ‘always-on’ content across numerous channels, multiple product activations at retail and the leveraging of brand equity of major tournaments through ASICS sponsored players.
The Court FF2 project was borne out of 6 months of product development involving Djokovic himself, culminating in ASICS’ launch of their pinnacle tennis shoe, whose design is based on the hallmarks of his unique and dynamic game. The bespoke limited-edition Court FF Novak was developed alongside the commercially available Court FF2, both offering unparalleled support and optimum player speed, stability, durability and comfort thanks to ASICS’s market-leading technology; a trait of Djokovic’s signature style of play.
The core concept of Green Room’s creative platform – ‘Play the Unplayable’ was central to the creative direction of this three-tiered campaign. Firstly, a bold, global hero product campaign visually narrating the story of a pinnacle tennis shoe was created to enable players to confidently challenge boundaries and raise their own game.
This was then bolstered by diverse social content including a film featuring Djokovic, a social Challenger Series featuring top tennis talent Alex De Minaur and Gael Monfils, and finally insights, tips, tricks and coaching from other ASICS ambassadors, designed to live as ‘always-on’ content for the brand, to be dialled up at key events in the tennis tour calendar like Roland Garros and Wimbledon.
With Djokovic as the hero ASICS footwear ambassador, it was crucial to create a key storytelling moment that landed the creative direction of ‘Play the Unplayable’ through him; challenging him to take on the unplayable court.
Paul Silcox, Creative Director, Green Room Amsterdam explains that: “Djokovic’s journey of overcoming challenges embodies the creative spirit of ‘Play the Unplayable’; overcoming rivalries, overcoming injuries, overcoming limits and overcoming expectation. His extroverted personality and willingness to live life to the fullest on and off court lets him play where others think life is unplayable. But could he play the unplayable court?
It’s been an exciting opportunity to bring this to life for ASICS as part of our ongoing creative partnership; one of many highlights that we’re very proud to have been involved in.”
Sarah Mundy, Global CPS Category Manager for ASICS Japan commented: “Green Room have designed and delivered content to initiate a compelling conversation with all tennis players, bringing them into the world of ASICS and it’s tennis stars; we’re thrilled to be continuing our partnership with them.
We can’t tell you how satisfying it was to see Djokovic win his 7th Australia Open Grand Slam in the shoes; we’re feeling confident his winning streak continues for upcoming Grand Slams – making it game, set and Novak’s perfect match.”
The campaign kicked off in January 2019, at the Australian Open, and continued to the hero product launch in May 2019 at Roland Garros. The concept and story will continue through the tennis Grand Slam calendar and into the following year.