ASICS Japan

As Group Account Director, I took over the ASICS Japan relationship after Indigo Slate's President of Global Agency Services won the business, leading the strategy and account through execution. With ASICS losing ground to a competitor's "supershoe," we partnered with ASICS' agency in Japan to build a communications strategy around the Hakone Ekiden — Japan's most-watched sporting event — aimed at recruiting elite Hakone runners back to the brand ahead of the METASPEED™ 2.0 launch. The team produced a documentary film on the race along with a global asset library and transcreation playbook for markets worldwide.