No one was caked in the making of this campaign or experiential activations.
However, as I wrote in the tweet pinned on ASICS feed, "The wait's over. Welcome to the crew @steveaoki." In an effort to ramp up the Global 'I Move Me' campaign (Saatchi & Saatchi), ASICS North America and United Entertainment Group engaged famed artist, Steve Aoki, as the new face of the brand.
As Creative Director (Contracted) with UEG at the time, it was my honor and responsibility to not only oversee and launch the North America campaign, but to also activate the major brand announcement with a series of experiential events, drawing big press and lots of talk.
On October 17th, 2017, we invited an intimate group of NYC's top editors and writers to The Public Hotel, for an ASICS overnight experience. The overnight was highly curated and personalized for each individual, with a Gifting Suite overlooking the Manhattan skyline to welcome them. From there, no detail was missed. Dinner was served Japanese style, in a room transformed to feel like a Zen Garden. Rooms had the guest's favorite hot tea served before night's end and little surprises popped up along their stay. On October 18th, we awoke the Editor's bright & early for a quick energy bite and then rushed them off to a room transformed into the hottest workout space in Manhattan. (Move over Rumble.) At this time, Aoki joined... for the workout, for brunch, and for individual interviews regarding his involvement with ASICS.
THEN, there was "THE JUMP ROOM." An activation near and dear to my heart, evoking the spirit of Aoki alongside the ASICS ethos. Taking place at an unsuspecting gallery space in the Lower East Side, select celebrities and influencers entered the guarded space to find two giant trampolines and a serious party awaiting their arrival. More on that here.
Pause to watch the videos linked in the photo section, definitely worth the three minutes it will take to get through.