ASICS Launches “Imagination in the Wilderness” Event in Partnership with Douyin to Inspire Generation Z
In 2024, ASICS’s trendy lifestyle category will introduce a new annual theme – Customized Imagination, continuing its “Customized Planning” initiative. As part of this, ASICS will be hosting a new offline theme event called “Imagination in the Wilderness” from April 13th to 14th in partnership with Douyin’s flagship brand week. The goal of this event is to help the new generation tap into their positive imagination and define their most authentic selves.
The event aims to encourage Generation Z to explore their inner wilderness and awaken their true selves. ASICS will create a “wilderness realm” complete with “imagination energy stations,” “hiking trails,” and “cross-country trails” in the mountains to provide a series of wilderness evocation experiences. This is meant to inspire young individuals to follow their inner calling, venture into the wilderness, and discover their true identity.
ASICS will also be launching new products like the GEL-KAHANA TR V4 and the TRABUCO series, which integrate outdoor functions with urban trends. These products will help young people release their self-trend posture and attitude while embarking on cross-country runs in unknown mountains and wilderness, allowing them to conquer new challenges and gain a deeper understanding of themselves.
The event will feature special sharing guests including fashion lifestyle product manager Kami Yu, trend media founder Solomon, community manager Bai Baibai, and cross-country running expert Li Song. Together, they will engage with outdoor trend enthusiasts and exchange ideas on self-discovery and personal growth.
In addition to the “Imagination in the Wilderness” event, ASICS will also be launching a pop-up event in Shanghai called CITY WALK journey of imagination. This event will further enrich the brand’s “customization of imagination” initiative and foster connections with diverse young groups in various fields.
ASICS’s collaboration with Douyin’s flagship Big Brand Week will help deliver diverse content to the new generation and inspire more young individuals to embrace positive imagination and self-expression. The brand remains committed to empowering people to realize their inner positive imagination and recall their truest selves, ultimately leading to self-definition and personal growth in a world of limitless possibilities.