To mark the drop of ASICS’ ground-breaking GEL-QUANTUM 180 SC, Jax has become the face of Asics for their latest outdoor advertising campaign which is being promoted in 350 Footlocker stores windows throughout Europe with a focus on the UK, France and Germany.
On the day of the shoot, was also captured some content to push the campaign in stores and online. An amazing opportunity for Jax to connect with his fans.
ASICS is completely re-shaping their brand towards a more Performance/Lifestyle orientated strategy to compete with the likes of Adidas and Nike, making it one of the most exciting brands to work with in this space at the moment. The chemistry between the two has been amazing and Jax has fully taken on board his role as an ambassador wearing the trainers during his TV performance on Good Morning America, as well as across his social media channels.
As part of the partnership, was also integrated a product placement with Jax also wearing the shoes in his latest video for Instructions featuring Demi Lovato and Stefflon Don, which already has over 36m views!
The campaign has benefited from a substantial media budget to promote the release of the Gel-Quantum 180 SC in Westfield stores, on Shazam and social media.
Jax and Asics have proved to be a perfect match and media outlets picked up on it across a variety of areas (lifestyle, fashion) and across several markets in Europe (France, UK, Germany). See below a first wrap-up of the media pick-up.