Last weekend saw Liverpool agency Liquid limber up to help cement sports brand ASICS efforts to take its products off the running track and onto 'the street'.
B-boy Banner from Liquid
Liquid, which has an established relationship with the marque, handled the on and offline marketing for ASICS sponsorship of the Sony Ericsson 2009 World B-boy Championships at Brixton Academy on 11 October.
This included crafting a digital campaign with banners and an animated film, producing poster creative, working alongside RWD magazine on promotion and creating a special mobile website for the event so attendees could check out the new SportStyle trainer range and 'pop and shop'.
Rhodri Evans, Brand Manager of ASICS SportStyle, said the tie-in made sense as "throughout our company history we’ve always supported athletes and no one can deny that these guys are supreme athletes at the top of their game."
He added that "the reaction to our collection and all the other elements that we produced was above and beyond our expectations. I’m hoping this is the start of a great and long standing partnership between us and this event.”
(If you've been reading this and scratching your head about exactly what a 'B-boy' is then have a gander at the clip below. We didn't have a clue either... still not sure we do really, but it's certainly impressive enough. Ed)
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