Case Studies
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Asics

Elevating Awareness at the NYC Marathon

ASICS partnered with Red Door to elevate brand awareness as the official apparel sponsor of the TCS New York City Marathon using influencer storytelling and interactive experiences.

Industry
Sports & Active Lifestyle
Channels
Social Media
Brand Strategy & Creative
Explore the partnership
ASICS
Women runners surge from the start line at the TCS New York City Marathon, with sponsor banners for ASICS, Airbnb, and United visible on the arch and surrounding signage.
The Opportunity

ASICS needed to amplify brand engagement around its marathon sponsorship beyond typical event exposure.

The Insight

Red Door identified authentic storytelling and community engagement as levers to elevate ASICS’ presence and deepen connection with runners and fans.

Bringing Marathon Momentum to Life

From influencer-led storytelling to a first-of-its-kind sign generator, we elevated ASICS' NYC Marathon sponsorship into an experience that connected with participants, spectators, and the broader running community.

A smiling runner wearing sunglasses and earbuds looks at the camera mid-race, with a '1.5 mil. Impressions' performance stat overlaid on the image.
Influencer Partnership

Brand Storytelling

We identified influential running bloggers and offered five of them the chance to train with legendary coach Andrew Kastor, receive ASICS products, and run in the NYC Marathon while wearing GoPro cameras. The footage became a five-part webisode series, 5 To The Finish Line, that was shared across the bloggers' channels and ASICS social platforms.

Six ASICS-branded social media cards featuring humorous marathon spectator sign slogans, including 'Worst Parade Ever,' 'I Trained All Week to Hold This Sign,' and 'Run Like You Stole Something!'
Close-up of a runner tying the laces on a colorful ASICS running shoe in teal, pink, and red, with the Brooklyn Bridge visible in the background.
Aerial view of hundreds of marathon runners filling a wide city boulevard lined with trees in fall foliage.
Interactive Tools

Custom Sign Generator

We created an interactive Race Day Sign Generator landing page with 50 unique crowd-sourced sayings, three background choices, and custom text color options, a creative first for any major marathon sponsor. The most popular signs were printed and handed out on race day, bridging the online campaign with the live event experience.

Six ASICS spectator-sign designs with humorous marathon cheers like "Worst parade ever" and "Run like you stole something," featuring shoes and runner graphics.
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Key Metrics

Turning marathon buzz into measurable engagement

With influencer content, live activation, and interactive tools working together, the campaign produced standout reach, engagement, and fan action.

32.7M

total impressions of campaign content

2M+

total video views across campaign content

43K

race-day signs created online

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Let’s build something greater together.

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