ab.
creative / sr. art director
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ASICS Bonnaroo

In 2019, ASICS set out to tell a story of movement to a distinct archetype — the Social Runner. Our insights revealed that one of our world famous festivals happened to attract ASICS core demographic. Those who trek to Bonnaroo include health and wellness aficionados — so we executed an experience tailored to Bonnaroo’s unique festival culture.

Building off of ASICS "Sound Mind in a Sound Body" messaging, we designed a massive fitness experience called the Third Eye Dome.

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The space featured programs every morning that included high-interval training, yoga, and group mediation.

The space featured programs every morning that included high-interval training, yoga, and group mediation.

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The Dome was packed to capacity with festivalgoers, eager to energize themselves for the day's busy schedule of performances and other events.

The Dome was packed to capacity with festivalgoers, eager to energize themselves for the day's busy schedule of performances and other events.

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ASICS leveled up the 5k Roo Run around the Farm outfitting runners in custom ASICS gear and footwear to maximize performance.

ASICS leveled up the 5k Roo Run around the Farm outfitting runners in custom ASICS gear and footwear to maximize performance.

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These wildly successful activations had the power to break the often impenetrable wall between marketers and their targets who are increasingly turned off by traditional advertising.

These wildly successful activations had the power to break the often impenetrable wall between marketers and their targets who are increasingly turned off by traditional advertising.