Gel Lyte Shoe Release
We launched the ASICS Gel Lyte 1 with an authentic and story-driven activation inside the new Foot Locker flagship in Hollywood. We enlisted the help of sneaker-obsessed influencers, musicians and artists. Music & Art are two key cultural expressions that have defined the evolution of the Tiger Gel Lyte. In celebration of the release we punctuated the moment with an experience at the intersection of Hollywood & Highland, but more impactfully at the intersection of Art & Music!!
In the spirit of friendly competition some of the best street artists in Los Angeles went go head-to-head in a live art battle inspired by the story and history of the ASICS brand while home-grown and highly popular DJ Orange Caleron provided the soundtrack to keep the energy up for the evening.
NRG coordinated the attendance of key influencers who helped amplify the event digitally, resulting in over 9 million social impressions.