Florals on a Performance Brand
Made with Liberty Fabrics. Global collaboration, 2017.
Global Category Marketing, ASICS
The Setup
A 137-year-old British textile house and a Japanese performance brand. Two archives, one collection, and a studio fitness customer who had never thought of either one as a purchase decision. JYUNI had earned us permission with a fashion-forward urban audience. Liberty was how we brought that permission into the women's fitness line without spending down the technical credibility the brand had built over decades. First collection of its kind for ASICS fitness.
What I Owned
Everything from go-to-market forward.
Marketing strategy and global go-to-market for the collection
Press kit and press rollout into the September 1 launch
Digital execution across campaign, .com, social, and email
Direction of agency partners through concept, asset production, and digital build
Approvals across ASICS global marketing, product, and Liberty licensing
Annual budgets over $5 million and teams of up to 20 people
The Challenge
Two historic brands means two sets of guardrails. Liberty's prints are licensed IP with their own standards. ASICS has performance standards that don't bend for aesthetics. Every asset cleared both.
The bigger risk was credibility. Print on a technical product reads as costume if you lead with it. We led with the performance story and let the fabric carry the fashion signal, not the reverse.
In the press
Launched September 1, 2017 across ASICS retail and online globally.
Coverage syndicated across UK, global, and Middle East trade editions, with regional pickup through APAC and Oceania, including local ambassador activation.
In the press:
ASICS Corporation — https://corp.asics.com/en/press/article/2017-08-24
Fashion Network UK — https://uk.fashionnetwork.com/news/Asics-launches-sportswear-collection-made-with-liberty-fabrics,862636.html
Straatosphere — https://straatosphere.com/asics-x-liberty-fabrics-collection/
Remix Magazine — https://www.remixmagazine.com/fashion/asics-teams-up-with-liberty-fabrics-for-the-prettiest-activewear-range/
ASICS and the ASICS logo are owned and registered trademarks of ASICS Corporation.
Liberty London and the Liberty London logo are trademarks of Liberty Retail Limited.
All prints and background images displayed here are proprietary prints designed by and for Liberty London.
All product and lifestyle photography appears courtesy of the respective photographers and the ASICS Corporation.
