ASICS - Berlin Marathon Week
We captured the energy of Berlin Marathon Week. One of the most important moments in running culture. Positioning ASICS at the heart of the city's running community.
Industry
Fitness & Sport
Service
Content Strategy, Videography & Photography
Client
ASICS & Fresh Patterns Collective
ASICS - Berlin Marathon Week
We captured the energy of Berlin Marathon Week. One of the most important moments in running culture. Positioning ASICS at the heart of the city's running community.
Industry
Fitness & Sport
Service
Content Strategy, Videography & Photography
Client
ASICS & Fresh Patterns Collective
The Challenge
Berlin Marathon Week is arguably the most exciting and important week of the year for running brands. With the world's eyes on Berlin and thousands of runners flooding the city, the window to capture attention and cultural relevance is brief but massive.
Berlin Marathon Week is arguably the most exciting and important week of the year for running brands. With the world's eyes on Berlin and thousands of runners flooding the city, the window to capture attention and cultural relevance is brief but massive.
ASICS needed to cut through the noise during one of the most crowded weeks in the running calendar. They were launching their new Tokyo Collection, unveiling a community hub, and hosting events throughout the week but needed content that would resonate with both elite runners and the growing Berlin running community.
ASICS needed to cut through the noise during one of the most crowded weeks in the running calendar. They were launching their new Tokyo Collection, unveiling a community hub, and hosting events throughout the week but needed content that would resonate with both elite runners and the growing Berlin running community.
Our Strategy
We embedded ourselves in Berlin for the entire marathon week, partnering with Fresh Patterns Collective a local Berlin running club with deep roots in the city's running culture. This collaboration gave us authentic access and cultural credibility that elevated every piece of content.
We embedded ourselves in Berlin for the entire marathon week, partnering with Fresh Patterns Collective a local Berlin running club with deep roots in the city's running culture. This collaboration gave us authentic access and cultural credibility that elevated every piece of content.
Throughout the week, we captured key moments: the launch of ASICS' Tokyo Collection, the unveiling of their new community hub, and the shake-out run before the marathon itself. Our approach combined high-quality videography and photography with social-first storytelling creating content that felt native to the culture, not like brand advertising. Every piece was designed to position ASICS not just as a sponsor, but as an integral part of Berlin's running community during its biggest moment of the year.
Throughout the week, we captured key moments: the launch of ASICS' Tokyo Collection, the unveiling of their new community hub, and the shake-out run before the marathon itself. Our approach combined high-quality videography and photography with social-first storytelling creating content that felt native to the culture, not like brand advertising. Every piece was designed to position ASICS not just as a sponsor, but as an integral part of Berlin's running community during its biggest moment of the year.
The Results
Our coverage positioned ASICS at the epicenter of Berlin Marathon Week, generating authentic engagement with the running community and showcasing their commitment to the culture beyond just race day.
Our coverage positioned ASICS at the epicenter of Berlin Marathon Week, generating authentic engagement with the running community and showcasing their commitment to the culture beyond just race day.
By partnering with Fresh Patterns Collective and being on the ground throughout the week, we helped ASICS own the conversation during one of the most important moments in the running calendar. Turning a product launch and sponsorship into genuine cultural connection.
By partnering with Fresh Patterns Collective and being on the ground throughout the week, we helped ASICS own the conversation during one of the most important moments in the running calendar. Turning a product launch and sponsorship into genuine cultural connection.
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Get started
Let’s take your brand further.
Book a free 30-min strategy call and we’ll show you exactly how to elevate your brand
Get started
Let’s take your brand further.
Book a free 30-min strategy call and we’ll show you exactly how to elevate your brand