On October 11th Brixton was overtaken by people popping and locking. That's because the Sony Ericsson 2009 World B-boy Championships were taking place. The event was proudly supported by ASICS.
The ASICS SportStyle brand is all about extending the ASICS name from sports performance onto the street. Taking place at the O2 Brixton Academy, and spanning three continents and seven World Series Eliminations, the world B-boy Championships was the perfect place to promote SportStyle.
Liquid, the Liverpool based creative communications agency, was briefed to design the campaign elements. In the months and weeks leading up to the event an extensive coverage pack of the event and ASICS' involvement was rolled out with RWD magazine and a digital campaign. This included web banners and a short animated film which were placed in various positions to promote ASICS' support of the Championships.
Then on the day of the event, as well as showcasing their new Autumn Winter collection, the Academy was covered in posters and banners bearing the slogan 'Ready for Battle' which directed people at the event to visit www.asics.co.uk/sportstyle to learn more about the brand, product range and stockists.
Throughout the day ASICS sweatbands were thrown into the crowd with inserts containing a competition offering the chance to text in and win a pair of the ASICS official tournament trainers and a tournament T-shirt signed by the winning crew.
Liquid also built and hosted a special mobile website (asicsbboy.com), which supported both the competition and allowed people at the event to access the SportStyle site straight from their mobiles, meaning consumers could 'pop and shop' too.
Rhodri Evans, Brand Manager of ASICS SportStyle, was delighted with the response. "It was really important to us that everything surrounding this event was done right. We feel a real connection and synergy with our company and what these guys do. Throughout our company history weve always supported athletes and no one can deny that these guys are supreme athletes at the top of their game.
The reaction to our collection and all the other elements that we produced was above and beyond our expectations. I'm hoping this is the start of a great and long standing partnership between us and this event."