Case Study: ASICS engages Gen Z through experiential marketing with Seed

ASICS engages 200+ international guests with Seed

ASICS had compelling scientific evidence that exercise improves cognitive performance, but faced the challenge of turning a documentary launch into an experience that press and creators could feel, not just watch. The vendor, Seed, was tasked with creating an event to make this science visceral.

Seed created "Mind Games: The Experiment," an immersive 24-hour event across three London venues. The solution included a 360º gallery-style screening at BAFTA, a live experiment at the ASICS store and Hyde Park where guests tested their own mental performance before and after exercise, and a cast media day at Nobu Hotel for influencers. This approach allowed attendees to personally experience the cognitive shift. The results for ASICS included engaging over 200 international guests and 105 influencers and media attendees, generating meaningful brand engagement.

ASICS