The experience brief
To strategically align to the new Asics brand message ‘I MOVE ME’ and delivery an ambition approach for ASICS tennis, including all core performance sports, with the goal to grow the tennis category and disturbing the omni channel experience journey.
Our challenge was to deliver the overarching long-term strategic platform for tennis and apply this to all campaign product stories for 2018 and beyond. Encompassing all channels, with the help of 3 top 30 global tennis stars, to create a product focused story routed in speed.
Movement with speed and control
Own strategic platform, born from I MOVE ME (the tension between mind and body) needed to deliver a physical movement story that connects through the lens of speed.
‘The ball waits for no one’ campaign (launch in July 2018) needed to deliver against two movement attributes; speed and control. The idea that you need to transition and move fast to reach the ball before it double bounces.
A simple idea but to articulate this concept need to capture our 3 ASICS tennis pros movement ambassadors in a series of real on court situations where they need to go the extra mile and act fast to be able to get to and return the ball successfully.
Their supreme movements and quick responses were captured in a series of engaging still and video stories designed to create a full omni channel campaign.
Translating I MOVE ME at retail
Captured in Madrid over the course of 5 days and the outcome was a multi athlete ASICS movement campaign heroing Coco Vandeweghe, David Goffin and Julia Goerges.
Launched in advance of the US Open, the translation to retail needed to capture a familiar on-court tennis language. Tennis wind breakers and nets act as communication surfaces to carry campaign graphics, imagery and communications. The lightweight materials and constructions used echoed the performance of the Solution Speed™ footwear and help to create an adaptable retail environment and experience from the moment a customer enters a store.
A bespoke speed graphic mechanism, born of the Flexion™ ASICS upper technology, was created to tie in all the campaign elements from the pattern printed on the wind-breakers retail structures, instore window and floor vinyls, to the video idents in the campaign social films and key-visual.
In store activation. Train with…
Trial areas were incorporated into the in-store retail experience, encouraged customers to ‘Train with’ with one of the ASICS movement ambassadors while trailing the footwear. The in store trial videos showcase Coco and David showing customers, with step by step instructions, how to learn to be fast with tennis related training movements.
Global ASICS Tennis stars
Global long-term ASICS category strategy