Sportswear brand Asics has announced a partnership with 12-time tennis Grand Slam Winner Novak Djokovic ahead of the Australian Open.
The partnership forms part of Asics’ global ‘I Move Me’ campaign, which has seen the brand present a contemporary expression of its founding philosophy – ‘sound mind in a sound body’ – to focus on participation, as well as performance.
Djokovic will be Asics’ global footwear partner for performance and lifestyle footwear, and has consulted with the brand to create the all-new GEL – RESOLUTION NOVAK tennis shoe, also unveiled today.
Asics chief marketing officer Paul Miles said the partnership and launch celebrated the principles of the ‘I Move Me’ campaign, launched in 2017, which champions everyday active people leading a healthy, positive and balanced life.
“We’re thrilled to be working with Djokovic as part of our ongoing commitment to inspire people to move more on and off the court,” Miles said.
“He’s an inspiration to the industry and fans across the globe, known for his stamina and strength, both physically and mentally. It’s fantastic to be partnering with someone that embodies the same values and beliefs that Asics stands for every day.”
In support of the partnership, digital and in-store assets have been created to drive the ‘I Move Me’ messaging and support sales of the GEL – RESOLUTION NOVAK shoe globally.
“The tennis category will be a future focus for Asics, as we look to eventually achieve our vision of becoming the world’s number one tennis footwear brand” Miles said.
Yesterday’s launch event, created in partnership with Melbourne-based sister agencies Alt/Shift and Light Year Productions, and technology partner Exposure, utilised projection technology to bring Djokovic’s fast paced footwork to life.
An interactive projection showcase illuminated Djokovic’s speed across several footwork drills. Guests were encouraged to participate and saw their own footwork lit up alongside – or behind – Djokovic’s pace.
Client: Asics Oceania
General manager of marketing: Sam Chew
Sports marketing manager: Peter Watkins
PR agency (Australia): Alt/Shift
PR agency (global): Edelman
Event production: Light Year Productions
Event technology development: Exposure