With an emphasis on the Japanese market, we were tasked to create “heat” through a global social media campaign through all ASICS-owned channels.
ASICS stood at the top of the elite running world until a major competitor created a “supershoe” that broke the sub-two-hour marathon. Even in its home market at the famous Hakone Ekiden race—the single most watched sporting event in Japan—ASICS had lost some market share. However, with the release of METASPEED™ 2.0, ASICS now had a shoe that could compete toe-to-toe. We were tasked with building a clear, crisp communications strategy and social media asset library for global and local usage, with a particular emphasis on recruiting more Hakone Ekiden runners.
Technical Writer and Editor