Event Activation for ASICS® North America
As the brand sponsor of the LA Marathon, the 40th anniversary of this event presented the unique opportunity to pay respects to those affected by the devastation of the 2025 California wildfires, honor its First-Responders, and celebrate 40 years of runners taking to the streets to showcase the power of community in Los Angeles. ASICS employed our expertise in both retail strategy and experiential activation to make a brand experience that would have a lasting impact at the starting line celebration at Dodger Stadium.
Every detail of the LA40 Activation was considered; no wasted space. From footwear walls to customized fitting rooms, to unique design directions and logistics… the good vibes ran seamlessly. From photo-ops to music, endless interactions between the retail space, a footwear trial zone, First Responders Appreciation, and a Marathon Runner’s Wall for athletes’ signatures and supporters to boost the spirits of those competing; 2025’s Asics LA Marathon brand experience left marathon participants with a last impression that the power of movement can uplift us all.
Creative Direction: Bryan Boul / Casey Hawes
Lead Design / Art Direction: DerRick Turner
Environment Design: David Abouaf
Production: Joe Stephens
Project Management: Greg Pantuso