Sportz Village Xp

Client Brief

ASICS is a Japanese footwear and sports equipment brand whose products have been consistently ranked as some of the
highest-performing ones, owing to their excellent functionality and design.

Goal

Be the brand of choice for the outdoor community Asics is best known for its running gear, but wanted to broaden its appeal as fashionable sports and outdoor wear. In India too, there was a need to build deeper engagement and emotional connection with
running enthusiasts and outdoor-friendly communities in general.

Idea

Define The Brand Objectives:
Broaden brand appeal and get into the runners purchase consideration set.

Analyse The Sports Consumer for Brand
Supporting the consumer's sporting journey has a positive rub off on the brand

Create An Exciting Consumer Journey
Offer youth an opportunity to get active on weekends and train for upcoming runs

Execution

Focus cities: Delhi-NCR, Mumbai & Bengaluru. 

Target group: Men & women in the 25-55 years age group
Timelines: Every Saturday in Delhi and Bengaluru, Every Saturday \ & Tuesday in Mumbai.
Methodology:

3 phase 

  • Identify running hotspots and reach out to members of the running fraternity
  • Create a team of coaches and influencers in each city to ensure right brand communication across social media
  • Participation drive and growth-tracking in Asics running community

Result

Brand’s share of voice gets a boost

  • Engaged 1.8K+ runners
  • Loyal runner database generated for brand communication
  • Quality social media amplification through leading influencers

Sportz Village Xp

Activation & Experiential

  1. Bengaluru

Services

Clients

Category Experience

Employees

1-10 Employees

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