Work

ASICS

CASE STUDY: ASICS – ‘To Feel Fast’ Global Media Launch

The Ask
ASICS set out to launch its DynaFlyte running shoe featuring revolutionary FlyteFoam technology—a lightweight innovation marking the brand’s bold entry into the competitive “fast” running category. The challenge: create a dynamic, immersive experience that could bring the product’s performance benefits to life while capturing global media attention.

The Solution
We transformed the ASICS flagship store in New York, then vacant ahead of construction, into a high-energy launch space. The centerpiece: the Flytedeck—a custom-built running track where invited media and influencers could go head-to-head with ASICS-sponsored Olympic athletes in a true test of speed.
Our approach combined product immersion with elite athlete credibility to create a campaign that felt authentic, exciting, and brand-consistent.

Key elements:

• Interactive sprint challenge with ASICS athletes, letting guests “unlock their fast”
• A compelling, experience-driven narrative built around the core idea: Every runner wants to feel fast
• 60+ global media and influencers in attendance
• Integration of sports science storytelling and hands-on product testing

The outcome:

• 150+ media stories published globally
• 215 million+ in reach within one month
• The fastest PR surge in ASICS history, establishing FlyteFoam and DynaFlyte as standout innovations in the performance running category

PR Newswire