ASICS taps ambassadors for social media stunt as part of new shoe launch

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ASICS recently partnered with five Singapore ambassadors to drive a social media stunt surrounding its new pair of shoes, the GEL-KAYANO27. It roped in Soh Rui Yong, Chantalle Ng, Ayden Sng, Zong Zijie and Chui Ling Goh for the KAYANO Virtual Relay Run on Instagram Stories to drive hype and create a sneaker conversation online. During the 3.5 hour virtual relay, ASICS Singapore’s Instagram account garnered more than 13k organic impressions, interacted with more than 1.8k fans and grew its account by 3.4%. The social media stunt was conceptualised and executed by ASICS and W Asia.
In a statement to Marketing, regional marketing communications manager Roy Lan said the social media activation will be rolled out in Malaysia and Indonesia in the coming weeks. According to him, ASICS identified through new and ongoing research that amidst the isolation of lockdown, consumers have either fallen in love with or rekindled their love for running. The initial results from a live study of 14,000 regular exercisers across 12 countries, found that more than a third (36%) of them are more active now than they were before the COVID-19 pandemic began – despite most sports being brought to a standstill by social distancing measures. Meanwhile, two-thirds (66%) of runners cite …

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