OBJECTIVE
Asics partnered with SEG Services to activate during the US Open in NYC! There were multiple goals for this project. One - create a hub to connect with athletes, partners and VIP guests. Two – connect with the community to experience the ASICS’ brand ethos firsthand: moving the body to move the mind.
First up, we transformed an empty NYC building floor into a dynamic hub. The versatile space seamlessly adapted each day, serving as a streamlined gear pick-up zone, a central setting for product meetings and photoshoots, and an elevated event venue for hosting media, influencers and key accounts. To create a personalized touch, SEG introduced a custom embroidery station where VIP’s could add their own mark onto gifted ASICS product.
Next up was the activation with the broader community – a one day celebration of sport at the iconic Hudson River Park courts. From an early morning install to the last rally of the day, SEG managed installation, staffing and programming to transform the courts into an energetic hub of play, exploration and connection. Guests tested ASICS’ latest footwear and gear through on-court trials, while OneASICS TM members enjoyed exclusive perks and rewards inside a dedicated zone featuring branded summer treats and fun prizes. Throughout the day, interactive games kept the courts buzzing with activity and the welcoming environment encouraged everyone from seasoned tennis players to curious visitors to join in and get moving!
SERVICES
CREATIVE DESIGN • PRODUCTION DESIGN • PRODUCTION • INSTALLATION • EVENT STAFFING • EVENT MANAGEMENT
