Asics plans Olympic experiential venue

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

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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.

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