ASICS asked us to launch their fuzeX range to a ‘new generation of runners’.

We created the #GetTheX campaign that teased the launch and challenged people to think whether they had what it takes to ‘get the X’. We flipped the usual ‘hey, look how cool we are’ approach often seen in this highly competitive category.

To launch the campaign we got ASICS brand ambassadors, influencers, bloggers and media personalities to do a high-stakes, all-out rush to find the X on the Sea Point Promenade. They had to team up to unlock each stage which challenged them both mentally and physically.

Trended twice online

Teaser trended during a competitor’s launch