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To launch ASOS first ever activewear brand and category, we had to carve our own space into a crowded sports scene. We couldn’t rivalise with leading sports brands so instead followed the brand’s ethos of not taking itself too seriously by celebrating the unexpected benefits of movement and the everyday heroes who champion it best.
We launched More Reasons to Move, featuring each hero and their own “reason”, into content across Social, OOH, Print, Digital and Media Partnerships. We created editorial extensions going deeper into each hero and their stories.
In order to quickly gain credibility and build momentum ahead of the launch, we invited leading brands adidas, Puma, Nike and Reebok to partner with us, taking them into a space they didn’t dare venture into at the time (inclusivity, movement, unexpected benefits of sports). Highlights include commissioning artist Capo Lee to create a bespoke track and music video to launch a Puma Football collection, and reinventing gym classes with adidas with Power Week London and NYC.
