Asics said it will continue its multi-year partnership with Live Nation, the leading live entertainment company, as the exclusive footwear sponsor across select venues and festivals in the U.S. and Canada. Asics will tap into the music festival culture creating on-site experiences for fans at Governors Ball, Bonnaroo, Lollapalooza and HARD Summer, as well as producing digital content and online and retail promotions.

Additionally, Asics will be launching a limited-edition Gel-Kayano V KZN Summerfest shoe embodying the lasting journey the festival experience gives music fans – from the road trip to the music to the memories. The sneaker features a premium sleek base with transformative details: from day to night the glow-in-the-dark details make the shoe pop, the iridescent stripes and reflective accents gives the sneaker a different look based on angles and light reflection. Available at Asics.com and through the Foot Locker family of brands, including Foot Locker, Lady Foot Locker, Champs Sports, Footaction & Eastbay.

Festival Activations

  • Asics Underground – at Governors Ball (NYC) & Lollapalooza (Chicago) fans can enjoy a fully immersive, on-site festival experience reminiscent of the host cities’ public transportation stations. Entering through turnstiles, music and sneaker heads can visit an interactive photobooth, charge their phones while they have their sneakers cleaned, and watch live Asics sneaker customizations by a local artist. Festival-goers can also take their shot at a gamified vending machine for a chance to win Asics prizes.
  • Third Eye Dome and Roo Run powered by Asics – at Bonnaroo Music & Arts Festival, beginning at 9 a.m. on Saturday June 15th, fans can take part in the 7th Annual 5K Roo Run, powered by Asics. Proceeds of the entrance fee will be reinvested back in the community via the Bonnaroo Works Fund. Also, at The Farm, Asics will join Hayley Williams of Paramore in The Third Eye, located within the Sanctuary of Self Love, where Asics Studio trainers will lead various fitness classes from yoga to strength training. Class schedules and additional Roo Run information can be found on the Bonnaroo festival website.
  • HARD Summer – music fans will have a chance to be selected as an Asics x Live Nation “FanFluencer” by documenting their experiences on social channels. Live Nation will identify a few lucky music fans at the festival and reward them with various levels of prizes in partnership with Asics.

“Our ongoing partnership with Live Nation gives our brand a new way to connect with a generation of creative and passionate individuals,” said Richard Sullivan, executive vice president of categories, sales and marketing, Asics North America. “We look forward to elevating the Asics brand through the power of live music and interacting with a new set of consumers over the course of the festival season this summer.”

Photo courtesy Asics