ASICS Gel Lyte Launch Event
The iconic Asics GEL-LYTE® series was made with high impact looks and gel technology that protects feet against high-impact strides. That’s why it was fitting that NRG helped Asics create a high-impact activation for the launch of GEL-LYTE® I.
What we did
A trusted name for runners, the Asics GEL-LYTE® is known worldwide for its GEL® technology cushioning. With bold styling and classic comfort, the launch of GEL-LYTE® I marked the introduction of a smart, leisure style that could transition effortlessly from athletic pursuits to pursuits of leisure. Asics turned to NRG to create an impactful event to drive awareness of the launch, no shock-absorption required.
We created an authentic and story-driven activation inside the Foot Locker flagship in Hollywood and enlisted sneaker-obsessed influencers, musicians and artists to participate. In tribute to the Tiger GEL-LYTE®, a shoe whose evolution has been inspired by music and art, we created an experience at the intersection of art and music itself: Hollywood & Highland. Some of the best street artists in Los Angeles went head-to-head in a live art battle inspired by the story and history of the ASICS brand. Meanwhile, the highly popular homegrown DJ Orange Calderon provided a heart-pumping soundtrack. Thanks to NRG’s coordination of key influencer attendance to amplify the event digitally, ASICS garnered over 9 million social impressions.