TBWA\Auckland and Eleven PR (a division of TBWA NZ) created the marketing sparkle for Japanese beer brands Asahi Super Dry and ASICS Tiger, who have collaborated in New Zealand to create a limited-edition, custom sneaker collection to mark Asahi Super Dry’s 30th anniversary.
With only 30 pairs of sneakers produced – mirroring the 30 years of Asahi Super Dry – it is anticipated to be one of the most coveted sneaker releases of 2017.
Brought to life on Asics Gel Lyte III sneakers, the collection features five designs which represent and celebrate the Asahi brand, history and lifestyle.
Four designs pay homage to Asahi’s signature range, referencing the silver can and the black Asahi Super Dry box in a dark pallet of greys and blacks with red accents.
The fifth design, Minka, represents traditional Japanese housing and features a lighter pallet of tan and taupe with contrasting black laces.
“The shoes are not on general sale, but there is one five-piece collection of every style for auction on Trade Me. All proceeds go to NZ Red Cross.”
Each design is fitted with custom features including laser etched Asahi logo lace lock sets, interchangeable lace sets, dust bags and limited-edition packaging.
“The collection is the perfect marriage of these iconic Japanese brands, and they’ve created something that captures both of their unique aesthetics,” said Asahi NZ marketing manager Jade Clark.
“Asahi and ASICS Tiger share a mutual heritage and synergy that has lent itself to the creative process and development of the sneaker collection, Clark said. “Both brands observe the Japanese practice of ‘kaizen’ or continuous improvement in their business approach, proving themselves to be innovators, perfectionists and household names in their respective fields.
The Asahi x ASICS sneaker collection is exclusive to New Zealand, giving local sneakerheads, fashion enthusiasts and Asahi-drinkers the chance to add a pair of the limited-edition sneakers to their collection following the launch event last week.
The shoes are not on general sale, but there is one five-piece collection comprising every style available to bid for until 24th November via Trade Me. All proceeds will go to New Zealand Red Cross.
The Asahi Super Dry 30th Anniversary NZ campaign was conceptualised and carried out by R26 – Brand Architects. They developed and produced the custom sneaker range, curated and delivered the launch event, and produced the imagery and video content used for social media.
- Place bids here: trade.me/AsahiAsicsCollab
- www.r26.co.nz
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