Outline

ASICS, renowned for their leading running performance footwear and apparel, ventured into the walking market, planning to target UK women with a 'walking for fitness' proposition.

Brandnation's brief was to create a multi-channel launch platform for the new range and provide traction for the concept of buying trainer-style shoes specifically designed for walking rather than running.

Outcome

Celebrity mum and serial charity walker Nell McAndrew was selected by Brandnation as brand ambassador to launch the new women’s walking range. Nell was used in all advertising, POS and digital manifestations of the distinctive launch campaign.

Brandnation created a ‘road to fitness’ graphic pathway mechanic, which was used with Nell for all aspects of the launch campaign.

Deliverables included digital and press advertising and advertorials in women’s and fitness consumer titles, in-store POS including shelf wobblers, fitness oriented road signs, full-size cut-outs and information leaflets, a microsite and an extensive PR promotional campaign in conjunction with key retailers.

The new range sold out in record time and the first range cleared shelves complete – one of ASICS’ most successful UK launches ever.