Asics plans Olympic experiential venue

Sports performance brand Asics is to develop an experiential initiative to accompany the London 2012 Olympics.


The brand is not an official Olympic sponsor but intends to reinforce its sporting associations with a strong brand presence during the event.

It is working with communications agency Imagination to develop “an immersive and engaging experience” to bring the brand’s value to life and to highlight its innovations in sport and technology.

The Asics Olympic venue will host customers, partners and guests during the games and will be “a key part of Asics brand communication activity during the Olympics”.

The Asics showcase will not be located within the exclusion zone to be set up around the Olympic and Paralympic venues to protect the interests of official sponsors.

The company is working on an advertising campaign to run during the Olympics with 180 Amsterdam.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here