ab.
creative / sr. art director
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ASICS Underground

What do you get when you combine the hottest live events on the planet with hardcore music fans and sneaker heads? Enough passion to transform an iconic consumer brand looking to refresh its image and expand its reach. Our festival experience for ASICS sought to drive awareness and perception of the 42-year-old brand among a younger generation of sneaker enthusiasts, specifically fans of live music. Our insights revealed that several of our world famous festivals happened to attract the sneaker head — fans of streetwear flock to Governors Ball in NYC and Lollapalooza in Chicago each year.

At Gov Ball and Lollapalooza, we turned the nostalgia of the subway shoe shine on its head with a first-of-its-kind sneaker cleaning station.

Fans entered though subway turnstiles and were able to scan their festival RFID wristband to enter to win ASICS custom kicks.

Fans entered though subway turnstiles and were able to scan their festival RFID wristband to enter to win ASICS custom kicks.

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Custom sneaker thrones were created to help fans keep their festival sneakers clean all weekend long.

Custom sneaker thrones were created to help fans keep their festival sneakers clean all weekend long.

Inside featured a sneaker claw game, a gif photo booth and an artist customizing kicks on the spot.

Inside featured a sneaker claw game, a gif photo booth and an artist customizing kicks on the spot.

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ASICS toured the Underground experience, dropping it at Lollapalooza with a CHI-town twist inspired by the local train.

ASICS toured the Underground experience, dropping it at Lollapalooza with a CHI-town twist inspired by the local train.

The brand also partnered with rapper Rich The Kid, who took to the stage a Lolla wearing the Summer Pack shoe that ASICS dropped at the festival. Content was used to drive hype around the experience.

The brand also partnered with rapper Rich The Kid, who took to the stage a Lolla wearing the Summer Pack shoe that ASICS dropped at the festival. Content was used to drive hype around the experience.

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Moved by Music surpassed its goals for 2019 positioning ASICS as a key player in sport style and performance footwear, and fans welcomed ASICS as a brand that gives back to music culture.

Moved by Music surpassed its goals for 2019 positioning ASICS as a key player in sport style and performance footwear, and fans welcomed ASICS as a brand that gives back to music culture.

Not only did the activation provide a popular festival utility for sneaker heads, it also delivered a highly effective connection between fans and a brand that spoke their language.

Not only did the activation provide a popular festival utility for sneaker heads, it also delivered a highly effective connection between fans and a brand that spoke their language.