JYUNI by ASICS
About the project
With the athleisure line JYUNI, ASICS marked the brand's first foray into lifestyle. Responsibilities included a PR and event strategy for the launch of the White and Black collections, overseeing everything from event concept creation to communication strategy and event production. Global press previews and pop-ups took place in Tokyo, Shanghai, London, Berlin, and New York City,
www.asics.com/jyuni
Responsibilities
Create press and consumer creative assets for JYUNI collection by ASICS
Functions as global PR liaison and strategy counsel for international ASICS PR offices
Manage international Influencer relations
Plan, organize, and execute five global pop-up events to celebrate the launch of the new collection in Berlin, Tokyo, New York City, London, and Shanghai
Results
Creation of a custom experiential “Hexacube” display, featuring selfie mirror, two mounted screens, and racks to highlight collection, as well as a highly designed breathing exercise film to tie the collection to a real-life experience.
Five successful pop-up events in Berlin, Tokyo, New York City, London, and Shanghai, with a combined attendance of over 600 editors and talents
Press from top media outlets, such as Hypebeast, Esquire, Cool Hunting, W Korea, with 140 press clippings and over 220M potential impressions
Exclusive media collaboration with HighSnobiety
8M impressions on #jyuni via Twitter & Instagram
