The ASICS relay 2019 was a regional sponsorship that was agreed upon as part of a wider partnership opportunity with ASICS. With brand opportunities at each event in Malaysia, Thailand and Singapore - my team worked closely with event agency PICO to activate AirAsia brand assets across each market.
At each activation, we looked to build brand affinity towards runners - as well as integrate some of our affiliate brands to showcase the AirAsia eco-system.
In addition to the brand opportunity at the on-ground events, AirAsia and ASICS also worked on a commercial partnership which included developing co-branded merchandise to be sold exclusively on AirAsia platforms.
This collaboration was to help establish both brands within a new demographic. For ASICS, it was to reach out to a wider Asean network and for AirAsia, an opportunity to solidify its position as a supporter of all sports.
Example of the ASICS merchandise, available now on the AirAsia e-commerce platform, OURSHOP.
