Asics America has selected Allison+Partners as its public relations partner to promote the companys product launches, events and sponsorships, cause marketing initiatives and its legacy-inspired Onitsuka Tiger collection of shoes and apparel. The agency will implement a national campaign incorporating athletic, business and consumer-focused media relations, awards and road tests, in addition to celebrity and influencer relations tied to numerous sponsorship opportunities including the New York City and Los Angeles Marathons. Onitsuka Tiger initiatives will focus on new product launches and activations at high-profile events including South by Southwest and the Coachella Valley Music and Arts Festival, among others.
Our objective is to take Asics to a new level in 2013 by increasing and broadening our brand preference among consumers, while simultaneously expanding outside of the mainstay of Asics media coverage to include focuses on training and tennis, said Shannon Scott, Director of Marketing Communications for Asics America. Allison+Partners has a proven track record of consumer engagement and relentless creativity. They were an effective partner for us during multiple programs this year including the London 2012 Olympics, and continue to stand out as the best fit for our culture and marketing objectives.
Providing strategic counsel to the Asics team is Allison+Partners senior partner and General Manager Anne Colaiacovo. The account will be handled by team members based in both the New York and Los Angeles offices.
We are honored to continue and expand our partnership with such an iconic brand, said Colaiacovo. Having the opportunity to work across so many facets of the business gives our team a broad canvas upon which to create programs that make the brand promise real for consumers.