Global reach from a standing start
The pivot to VR meant building something that could reach ASICS's global audience simultaneously rather than through a rolling tour of physical events. Athletes, media, and retail partners across multiple markets accessed the Innovation Lab at the same time, compressing the launch timeline and reducing the coordination overhead that a multi-market physical tour would have required.Working with Edelman, we built not just the experience but the rollout strategy, how the Lab was introduced to different audience segments, how media access was structured, and how the content would remain relevant beyond the initial launch window. The METARACER Innovation Lab ran well past its original deployment date, continuing to serve as a resource for partners and press long after a physical event would have been forgotten.
