ASICS GEL-NYC
AW23 Campaign
The ASICS SportStyle GEL-NYC AW23 campaign centred around brand ambassadors Kicki Yang Zhan and Selassie in Paris and Berlin, this omni-channel campaign came alive across Germany, France, and The Netherlands.
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The Challenge
Launch ASICS GEL-NYC sneaker for the AW23 season across three European markets with €650k budget. Whilst navigating inventory pressures following a successful SS23 launch, requiring adaptive messaging and dynamic product integration.
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Drive mid-to-low funnel KPIs nationally
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Create elevated brand presence in key cities
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Ensure inventory was monitored across multiple regions
What we did
Executed a phased omni-channel campaign leveraging Meta, Pinterest, and OOH with tailored content for each market. Curated content around brand ambassadors in Paris and Berlin, adapting quickly when inventory challenges emerged.
Execution:
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Developed mixed-media strategy across digital and out-of-home channels
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Created market-specific content for Germany, France, and The Netherlands
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Implemented phased rollout to maximise engagement and budget efficiency
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Pivoted messaging dynamically as featured products sold out
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Elevated Berlin presence through strategic OOH placements
The Results
24 mio
Video Views
Setting record breaking results for SPS
54 mio
Impressions
Across Germany, France, The Netherlands from all channels
90%
Sell Through in month 1
High demand generated growth in other SKUs
3%
Lift in Consideration
A key metric for this campaign and SPS brand building
€650k paid media investment exceeded all expectations
achieving 90% sell-through in month one
The mixed-media approach combining Meta, Pinterest, and strategic OOH created amplified impact across three distinct European markets, proving that consumer-centric storytelling paired with platform-specific execution drives both brand consideration and commercial success. This campaign established a proven framework for future SportStyle launches.
