WILSON US Open
Full-Service Production
ASICS: More Miles
A comprehensive digital campaign that transformed ASICS' community engagement strategy, connecting runners worldwide through innovative storytelling and data-driven experiences.
01
Problem
Bridging the Gap Between Elite Performance and Everyday Achievement
ASICS faced a significant challenge in the competitive running market. While recognized for technical excellence, the brand struggled to connect emotionally with everyday runners who felt intimidated by elite-focused marketing. The running community was becoming increasingly fragmented, with casual runners feeling excluded from brand narratives dominated by professional athletes.
01
Problem
Bridging the Gap Between Elite Performance and Everyday Achievement
ASICS faced a significant challenge in the competitive running market. While recognized for technical excellence, the brand struggled to connect emotionally with everyday runners who felt intimidated by elite-focused marketing. The running community was becoming increasingly fragmented, with casual runners feeling excluded from brand narratives dominated by professional athletes.
02
Solution
Creating an Inclusive Digital Ecosystem for Every Runner
We developed a multi-platform campaign centered around authentic storytelling from real runners. The strategy focused on three pillars: Community, Technology, and Inspiration. We partnered with local running clubs in multiple cities to create hyper-local content that resonated with diverse communities. The digital experience included an interactive mileage tracker and AR features. The content strategy featured runner profiles from first-time 5K participants to ultramarathoners.
02
Solution
Creating an Inclusive Digital Ecosystem for Every Runner
We developed a multi-platform campaign centered around authentic storytelling from real runners. The strategy focused on three pillars: Community, Technology, and Inspiration. We partnered with local running clubs in multiple cities to create hyper-local content that resonated with diverse communities. The digital experience included an interactive mileage tracker and AR features. The content strategy featured runner profiles from first-time 5K participants to ultramarathoners.
03
RESULTS
Measurable Impact: 3.2 Million Miles Logged, 42% Sales Increase
The campaign exceeded all projected metrics, generating unprecedented engagement across all platforms. The campaign hashtag generated millions of impressions and drove significant increases in website traffic and app downloads. Community feedback was overwhelmingly positive, with runners reporting feeling more motivated and connected to the brand than ever before.
03
RESULTS
Measurable Impact: 3.2 Million Miles Logged, 42% Sales Increase
The campaign exceeded all projected metrics, generating unprecedented engagement across all platforms. The campaign hashtag generated millions of impressions and drove significant increases in website traffic and app downloads. Community feedback was overwhelmingly positive, with runners reporting feeling more motivated and connected to the brand than ever before.
Every mile tells a story. ASICS More Miles celebrates not just the destination, but every step of the journey. This campaign reminded us that running is about personal victories, community connections, and the courage to keep moving forward.
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