CAMPAIGN: VISIONARISM x ASICSTIGER HyperGEL collection
YEAR: 2017
ROLE: PROJECT LEAD (FLE) BRAND PARTNERSHIPS |PR | SOCIAL | RETAIL ACTIVATION
Foot Locker partnered with ASICSTIGER and pioneering creatives Visionarism to create their new HyperGEL‐LYTE and HyperGEL‐KAN models.
With limited pairs produced, the collection was available exclusive to Foot Locker at footlocker.eu and at select Foot Locker stores across Europe.
A 12 months ”From Turf to Turf” design journey took the Visionarism team on a small world tour (LDN – NYC – TOKYO – KOBE – LDN) to gain inspiration that helped their creative vision come to life.
The full journey was documented in a ASICSTIGER x VISIONARISM lookbook film and mediapartner HighSnobiety tagged along to create exclusive photography assets and published the story to give it a global reach. Find link to article here.
To celebrate the launch of the collection Foot Locker and Visionarism hosted a Friends and Family launch event at the Foot Locker Marble Arch flagship store (LDN), including the premiere of the lookbook film followed by an interactive Q&A and signing session.
On launch day, London based visual artist MR LEE did a live drawing pop up in-store, offering customers the chance to customize their VISIONARISM x ASICSTIGER HyperGEL sneaker box.
