SICS America Corp. is sponsoring several experiential marketing initiatives at the upcoming Festival of Fitness in San Francisco, hosted by Virgin Sport USA LLC in New York.
The Irvine-based footwear and apparel brand will set up a shirt-bib customization station at the Sports Basement shop, where race participants can put their own spin on the brand’s #IMOVEME slogan. ASICS will also set up a pop-up store at the festival’s Go Fit Yourself Lineup area, and a “sneaker valet” so consumers can borrow a new pair of sneakers and go for a spin on an elliptical racer game. Its athlete, Rosario Rios Aguilar, will also lead a Butts & Guts workout there.
“As a top fitness brand, we owe it to the community to inspire the next generation by making movement and physical fitness fun and attainable for everyone,” Chief Executive Gene McCarthy said in a statement. “With the fitness category evolving and the downward trend in sports participation—in places like youth sports—ASICS is dedicated as a brand to promote, drive and increase participation in sports and the Virgin Sport Fitness Festival is the perfect platform to get people moving, together with truly unique experiences.”
Its parent, ASICS Corp. in Japan, recently announced it selected Saatchi & Saatchi as its global creative agency. It previously worked with 180LA, which last year took over the U.S. portion of the account from San Diego-based Vitro. Saatchi & Saatchi’s Los Angeles office developed the “I Move Me” campaign ASICS launched in July.
Ducks Sponsorships
The Anaheim Ducks added five corporate sponsors—Bodhi Leaf Coffee Traders, Wawanesa Insurance, Cutwater Spirits, Jerome’s Furniture Warehouse and All Nippon Airways—which are scheduled to “engage hockey fans in the Southern California market through a variety of promotions, campaigns, in-venue signage and on-site activations throughout the season.”
All Nippon Airways has signed a multiyear partnership with the Ducks that will include branding of the ANA Sushi Bar, while San Diego-based Jerome’s Furniture will give away “four of the best seats to every Ducks home game.”
Wawanesa Insurance, the team’s auto insurance partner, will be the presenting sponsor of the Ducks’ Family Pack, which includes four tickets and snacks.
Tire Goals
Yokohama Tire Corp. in Santa Ana traveled to England with Dude Perfect, a group famous for its sports stunt YouTube clips, to shoot a video that also featured several Chelsea FC players— forward Álvaro Morata, defenders Marcos Alonso and Gary Cahill, and goalkeeper Thibaut Courtois.
“It was a blast working with Dude Perfect,” Director of Marketing Alan Holtschneider said in a statement. “Their exuberance and extraordinary talent is captured on the video. Then you add the Chelsea FC players, who brought such skill and precision to the day—you couldn’t help to be amazed at what they were pulling off.”
The video footage is part of the tiremaker’s marketing campaign.
Yokohama Tire, the official shirt sponsor of Chelsea FC, is the North American manufacturing and marketing arm of Tokyo-based The Yokohama Rubber Co. Ltd.
Bits & Pieces
Hyundai Motor America Inc. revealed its 2018 Accent last month at the Orange County International Auto Show in Anaheim. The show, presented by the Orange County Automobile Dealers Association and produced by Motor Trend Auto Shows LLC, featured more than 600 vehicles from 35 manufacturers, including a concept car by Genesis Motor America. … American Honda Motor Co. honored Irvine-based digital marketing agency Rhythm with a Premier Partner Award. The agency provided “digital media solutions” for the Torrance-based automaker.
