Asics – New Collection Launch Activation (UAE & KSA)
A managed end-to-end retail activation for the Asics new shoe collection launch across multiple sports retail partners in both the UAE and KSA. Each store activation reached 1,800 consumers and generated 1,100 direct interactions, running every Saturday and Sunday across a seven-week period.
1,800
Total Reach per Store
1,100
Direct Interactions per Store
Every Saturday & Sunday
Activation Frequency
1 Sep – 22 Oct 2023
Campaign Duration
Asics – New Collection Launch Activation (UAE & KSA)
A managed end-to-end retail activation for the Asics new shoe collection launch across multiple sports retail partners in both the UAE and KSA. Each store activation reached 1,800 consumers and generated 1,100 direct interactions, running every Saturday and Sunday across a seven-week period.
Digital
New Collection Retail Activation
UAE (Go Sports, Sun & Sands, Drop Kick) & KSA (El Falleh, Sun & Sands, Drop Kick)
2023
From problem to measurable impact
A clear view of the campaign challenge, goal, execution plan, and final outcome.
Challenge
Drive awareness and trial of a new Asics footwear collection across multiple retail partners in two markets, with consistency of execution and measurable consumer interaction.
Objective
Create a high-frequency in-store presence at key sports retail partners in the UAE and KSA to raise collection awareness and drive purchase consideration.
Solution
FLC managed end-to-end activation deployment across six retail locations — three per market — with trained brand representatives operating every Saturday and Sunday over seven weeks.
Outcome
1,800 consumer reach and 1,100 direct interactions per store location across all activated UAE and KSA sites.
Campaign Story
Asics launched a new footwear collection and needed a structured, high-frequency activation programme that would drive consumer awareness and trial across key sports retail partners in two markets simultaneously. FLC managed the entire activation process across both the UAE and KSA, deploying trained brand representatives to specific store locations on a regular weekly schedule. In the UAE, activations ran at Go Sports, Sun & Sands, and Drop Kick every Saturday and Sunday. In Saudi Arabia, activations were held at El Falleh, Sun & Sands, and Drop Kick across the same period. Running from 1 September to 22 October 2023, the campaign created a consistent brand presence at point of purchase precisely when footfall in these stores was highest. Each store activation generated a total reach of 1,800 consumers and 1,100 direct interactions, delivering meaningful product education and purchase consideration at scale across both markets.
Key Takeaways
- Scheduling activations on peak traffic days (Saturday and Sunday) maximises reach and interaction rates at retail partners.
- Running identical activation formats across two markets creates efficiency in training, deployment, and performance benchmarking.
- Consistent weekly presence builds cumulative brand awareness more effectively than a single high-intensity event.
- Deploying across multiple retail partners simultaneously ensures broad market coverage without over-reliance on any one retailer.
Results and impact
1,800 consumer reach and 1,100 direct interactions per store location across all activated UAE and KSA sites.
FLC managed Asics' new collection activation across UAE and KSA sports retailers from September to October 2023, achieving 1,800 reach and 1,100 direct interactions per store location.
AsicsFrequently asked questions
In the UAE: Go Sports, Sun & Sands, and Drop Kick. In KSA: El Falleh, Sun & Sands, and Drop Kick 2014 all activated every Saturday and Sunday.
From 1 September to 22 October 2023 across both markets.
Each store activation achieved 1,800 total consumer reach and 1,100 direct brand interactions.
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