Asics America Corporation has named United Entertainment Group (UEG) as its new U.S. public relations agency of record. UEG is a global entertainment and sports marketing and communications agency and joint venture with Edelman’s parent company, DJE Holdings.
UEG’s scope of work includes strategic communications planning and execution, including corporate positioning, thought leadership, event and athlete promotion, product launches and showrooms, and media relations. UEG will support the brand’s sponsorships of major events including the Asics LA Marathon, TCS NYC Marathon, Asics World Series of Beach Volleyball and more, as well as the brand’s elite athletes including Kerri Walsh Jennings, Gael Monfils, Sam Stosur, Vasek Pospisil, Steve Johnson, Gwen Jorgensen, Andy Potts, Lolo Jones, Jordan Burroughs, Queen Harrison, Deena Kastor, Ryan Hall, Sara Hall and Alysia Montaño. UEG’s experiential marketing unit also has been tapped to support select projects and key events.
“Asics America has enjoyed tremendous growth in recent years and we were looking for a partner to help us take our communications efforts to the next level. UEG’s breadth of experience helping major sports brands build and activate strategic communications and marketing programs, as well as the strength and resources of the Edelman network, make them an ideal agency partner as we continue to expand,” said Shannon Scott, Asics America senior director of marketing. “The team presented powerful insights and fresh thinking that really resonated with us. They have jumped in feet first and already proven to be great partners in these first few months.”
For the Asics LA Marathon in March, UEG directed communications around the brand’s historic spotlight activation in celebration of the 30th edition of the race, where massive spotlights illuminated the 26.2 mile course on the eve of marathon weekend, generating mass media and consumer engagement and coverage. Also in March, UEG transformed a Chelsea venue into a gallery and performance space for the Asics GEL-Quantum 360 media launch, highlighting the evolution of the footwear design, and featuring a team of parkour performers running, flipping and spinning to bring the product to life for key editors and bloggers. The full Asics 2015 Fall Collection was showcased through a two-day footwear, apparel and accessories product showroom in the heart of New York’s fashion district.
“Asics is one of the most respected companies in the global sports performance industry and we are thrilled that they have selected UEG as their new strategic communications partner in the U.S.,” said Mary Scott, UEG president of sports and experiential. “We look forward to bringing our vast sports and entertainment experience and relationships to the table to help Asics build powerful marketing and communications campaigns that create awareness and expand audience engagement.”
UEG’s team of specialists brings three decades of experience across all facets of the sports industry, having worked on the “inside” of the industry for and with professional leagues, teams, governing bodies, corporate sponsors, organizing committees, athletes and media rights holders. UEG and Edelman have supported dozens of brand sponsorships of marquee sports properties across the Olympic Games, baseball, golf, tennis, motorsports, football, basketball, hockey, tennis, soccer and running.