ASICS: Reaching a new consumer

Enter: the Pace Academy, a speed-obsessed social community and unique training resource to help our audience attain their goals. The goal of the Pace Academy was to inspire runners to increase their speed by following specific training plans and workout tips from elite ASICS athletes—with the help, of course, of the FlyteFoam Trio. Ultimately, the overall messaging communicated that with ASICS, FlyteFoam, and the Pace Academy, everyone is able tap into the power of fast. 

• Create buzz and maintain conversation around FlyteFoam technology and the ASICS brand​
• Drive sales for the FlyteFoam Fast Series: NOOSA FF™, DynaFlyte™, and GEL-DS Trainer™ 22​
• Create content that can be adopted globally to support campaign narrative

We began with a content rollout plan to strategically and cohesively support the overall campaign. Our first task was to boost awareness of the FlyteFoam Fast Series, directing fans to learn more about the products. As the campaign gained steam, the social conversation shifted to focus on ASICS athletes and their experiences putting the FlyteFoam shoes to work.

Once consumers were familiar with the products, we introduced them to the Pace Academy. We promoted content through featured videos, recruiting users to join the ASICS Pace Academy to access the tools they need to get faster.

To complement the branded ASICS posts, we briefed our influencer athletes to share their own “fast moments” through tips, goals, and moments of personal realization, driving users to browse the new FlyteFoam series on the ASICS website. They also encouraged their personal followers to share similar moments using the #dontrunfly campaign hashtag, adding to the hype.