When a global pandemic hits, how does a sportswear brand keep things running, keep communicating and launch new products when no one can physically attend?
Asics and its partners Solarflare Studio and Edelman faced this dilemma when Covid-19 swept the globe, countries went into social distancing and lockdowns and yet Asics had planned to invite international press to their Japanese headquarters for a trio of show launches.
Alternative planning began just three weeks ahead of the planned PR launch and the combined team developed a strategy and concept for a virtual product launch using interactive VR technology to enable Asics to present the new shoe range in a tactile way – without making any human contact at all.
The plan involved sourcing 100+ Oculus Quest headsets and shipping them to over a dozen countries around the globe, whilst an international group of developers worked around the clock to create the Asics ‘Virtual Innovation Lab’ based on the real-world Asics Institute of Sport in Kobe.
So on 31 March Asics host its first virtual-reality global shoe launch after being forced to change its original plan to host a physical event in Tokyo because of the coronavirus crisis.
The sportswear brand was initially due to unveil the three shoes – Metaracer (a distance racing shoe), Metasprint (a spikeless track shoe) and Metarise (a volleyball shoe) – at its Innovation Summit in August, but instead switched to an online launch event with VR and 360-degree video.
Media, athletes and brand fans around the world were invited to experience the three new shoes ‘up close and personal’ in the virtual innovation lab of the Asics Institute of Sport Science and the brand recreated its original presentation in virtual reality and shipped oculus quest headsets to journalists to watch.
Thus visitors were invited visitors to step into a virtual space to explore the technical benefits of the new shoe range for an Oculus Quest experience simulating the physical effects of the shoes new features by tracking the users body movements, and using this data to generate dynamic visuals in the 3D environment.
The Institute is the home of Asics innovation in Kobe, Japan, with scientists, engineers and designers constantly working to develop technology that helps athletes to perform to the best of their abilities.
The launch experience was also promoted through PR and a social campaign and was initially teased through social video
and then spearheaded by a video which on Asics YouTube channel was available in 360-degree format.
The Asics marketing team worked together with Solarflare Studio and Edelman to deliver the launch project.
In terms of outcomes, the launch and products were covered by companies and titles such as T3, Engaget and Techradar.
All three new shoes will be available in limited quantities from selected Asics retail and online stores and specialist run outlets in a staggered roll out starting from 17 April in Japan and then globally from 12 June.
“We believe that now, more than ever, it’s really important to remember the positive impact of sport for individuals and society,” said Asics President and Chief Operating Officer Yasuhito Hirota.
“Exercise uplifts people, so they achieve a sound mind through a sound body. And what better way to showcase Asics innovation than taking people to a virtual innovation lab that brings our technology to life.”
Speaking about the challenge, Client Services Director Jay Short said: “The delivery of this amazing project would not have been possible without perfect teamwork between the teams at ASICS, Edelman and Solarflare. The combination of ASICS’ clear vision for their products, Edelman’s understanding of the client and Solarflare’s willingness to push themselves to the limit in order to get this delivered made the seemingly impossible possible in a very short space of time.”
Comment:
Rather than being first-of-its-kind technology stunt, there are lessons here for the immediate future.
We wonder what this launch represents in an era in which social distancing might be the norm for several months or even years. Perhaps the longer Covid-19 rages, the more we will see other sports brand lean on VR as a substitute for physical in person media and consumer attendance?
Perhaps one of the lasting impacts of coronavirus on marketers going forward will be a shift in mindset in terms of what can be achieved working remotely?
Culturally, working from home is really not widely accepted in Asics home market Japan, but this kind of approach might just begin to change that attitude when it comes to working and marketing culture?
Like other many of its fellow sportswear brands, Asics has also opened up access to its ‘Asics Studio At-Home Workout’ app for the duration of the lockdown to help people exercise at home.
Supporting the World Health Organization’s advice that physical activity is an important way for people to cope with global restrictions on movement and enforced social distance and backing the brand’s own belief that ‘the uplifting power of movement and sport is more important than ever’.
Links:
Asics
https://www.instagram.com/ASICS/
https://www.pinterest.com/asics/
https://www.youtube.com/asicsglobal
Solarflare Studio
https://solarflarestudio.co.uk/
Edelman
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