juLY 2020

1.The gel experience and Gel-quantum 360 6 launch.

Waiting on ‘the gel experience’ like....#make’emgelous.

Official launch event month: summertime, summer holidays and, the sun will be up. It could not be a better month.

The ASICS Sportstyle Instagram account is where the official announcement will take place. In the lead up to the event, memes about the days remaining until the launch event will be posted. This is because memes are an effective way to reach Gen z. Memes are so prolific that there is a high chance that there is a Gen z laughing at one right now (Cole, 2019).

During the two days of the event, the hashtag: make ‘em gelous will be utilised to maximise reach. People at the event will be encouraged to post feed, whether it be a highlight or a story, to win a free pair of gel quantum 360 6 or discount code.

Throughout July, the influencers will post videos encouraging people to head over to the Instagram account for their chance to win free tickets to the launch experience and tag a friend with the caption #make’emgelous for a chance to win shoes. The influencers will also be present. This is to entice people to come to the event and experience and generate publicity around the brand.

The gel experience:

The GEL experience is a 2-day event that will be assisted by ASICS’ institute of sports science (ISS). The aim of day one is to narrate the history of ASICS and what role they aim to play in the athleisure market. The purpose of this is to, give people the opportunity to understand ASICS sportstyle and alter current perceptions of the brand if it’s just running brand to them. As a result of the latter, spread awareness which, increases sales.

The ISS is a dedicated team of over 100 scientists who are consistently working with and developing the latest technology. With the aid of the ISS, a gel-based technology that can be molded into various shapes that can be kept: aligning with the visibility trend. Creating such experiences create memories and promotes loyalty to a brand (Sfaffaroni, 2019).

Day two (31st July) is about the ASICS’ new release and is the official launch day for the Gel-quantum 360 6. Both attenders and non-attenders of the event will be given the chance to be featured on the sportstyle Instagram account. For the chance of feature, you must follow @asics_sportstyle on Instagram, you must be wearing the Gel-quantum 360 6 and caption your photo: #make’emgelous. This is an opportunity to drive sales with the shoe and increase the influence of ASICS’ sportstyle. The day will be ended with a party to celebrate the experience and, the Gel-quantum 360 6.