Work / ASICS
Turning speed into story: a breakthrough launch for ASICS DynaFlyte.
Client
ASICS Corporation
Industry
Sports / Performance Footwear
Services
Event Production · PR · Media Strategy · Experiential
Attendees
60+ Global Media & Influencers
Location
ASICS Flagship Store, New York
The Challenge
ASICS set out to launch the DynaFlyte running shoe, featuring its revolutionary FlyteFoam technology, a lightweight innovation that marked the brand's bold entry into the fiercely competitive performance running category.
The challenge: create a dynamic, immersive global media experience that could bring FlyteFoam's performance benefits to life in a way that was impossible to ignore, and translate into genuine earned media across the world's most influential running and lifestyle publications.
"Every runner wants to feel fast. Our job was to let 60 of the world's top sports journalists and influencers actually feel it — not just hear about it."
The Solution
We transformed ASICS' flagship store in New York — then vacant ahead of a major renovation — into a high-energy product launch environment. At its centre: the Flytedeck, a custom-built sprint track where invited media and influencers could go head-to-head against ASICS-sponsored Olympic athletes in a genuine test of speed.
Rather than a conventional press conference or product demo, the event put the shoe on the feet of the people writing the stories — creating first-person, credible experiences that generated far richer coverage than any press release could achieve.
The approach combined product immersion with elite athlete credibility, creating a campaign that felt authentic, exciting, and unmistakably on-brand for ASICS.
Key Elements
The Results
The launch established FlyteFoam and DynaFlyte as standout innovations in the global performance running category — and delivered results that set a new benchmark for ASICS media events.
