Sound mind. Sound body. Sound partnership.

A leader in performance running since its founding, footwear legend ASICS needed to gain traction in youth sneaker culture—especially to have an impact with its retail partners that were part of the Foot Locker, Inc. family. Facing huge competition from rivals with near-universal recognition, ASICS turned to The Martin Group team to start to tell a different story…one that leaned into the brand’s Japanese heritage and proved disruptive in a cluttered space. First order of business? Launching the ASICS Tiger “Welcome to the Dojo” pack at Champs, Footaction, and Eastbay.

Building off of the insight that ASICS should lean into its singular heritage while still connecting to a tough-to-reach consumer, we created retailer-specific campaigns that told the story of the dojo (a traditional space for martial arts and meditation in Japan) and gave it new relevance as the natural setting for the modern hustle of sneakerheads. From video storytelling to hyperlocal influencer marketing, public relations to paid and social media strategy, in-store displays to digital assets specific to each banner, we executed a comprehensive campaign—both nationwide and in key target markets of Miami and Houston—that brought the brand to the consciousness of youth culture. From teasing the product to launching the full collection, ASICS and its retail partners experienced more engagement, more excitement, and more connection.

Directed by Tim Tadder
Cinematography by Aaron Lieber
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