Amsterdam Worldwide’s Blogger Outreach for Asics

“ASICS connects influential street-style bloggers with online
treasure hunt to find 1980s icons

Amsterdam Worldwide, the international communications agency, is
targeting influential street-style bloggers with an interactive
blog hunt for ASICS’ SportStyle leisure footwear range.

Bloggers will receive two separate halves of ten one-off,
1980s-inspired icons, which have been restyled using
rapid-prototyping technology, and are invited to use their
community of readers and online network to locate the missing
pieces. The halves will be exchanged at the end of next week
leaving bloggers with a unique design object.

The models include Back to the Future’s DeLorean car, a Rubik’s
Cube, an Atari joystick, a BMX bike, and a Yamaha keyboard.
Each model is packaged in a cage-like graphite-coloured mesh,
which bloggers have to crack open. The casing also features a
plaque with a personal message, in the blogger’s own language,
signed by ASICS.

This blogger outreach is the latest phase of Amsterdam
Worldwide’s “Left and Right” strategy for ASICS SportStyle,
unveiled in February. The pan-European campaign saw unique
pairings and relationships brought together to create something
more than the sum of their two parts, in print, online and
in-store. That campaign included four executions, called
‘Adam & Eve,’ ‘Up & Down,’ ‘Art & Science’ and ‘East & West’
and features the end line: ‘What’s a left without a right?’

Bloggers were selected for their influence and understanding of
ASICS’ target audience: dynamic men and women in their late
twenties or early thirties, and to represent a cross section of
different countries. The bloggers and the journey of each half
can be followed at

The blogs are: Highsnobiety, LimitedHype, FormFiftyFive, Freshngood,
MZEE, Frizzifrizzi, StyleSpion, HypeQuest, BHmagazine and Fubiz.

The campaign will culminate in mid May when all the pieces have
to be traded and Amsterdam Worldwide has arranged for couriers to
manage the exchange. All participants can keep their complete
1980s model icon, the only one of its kind.

Andrew Watson, creative director at Amsterdam Worldwide, said:
“We have taken an intelligent approach to working with bloggers,
who are the voice of today’s consumer culture. We wanted to engage
with street and style bloggers on their own terms, invite them to
play a game with their peers in order to encourage a debate about
ASICS SportStyle. We hope bloggers will be intrigued, have a laugh
and enjoy the rewards for taking part in the quest.”

Maximilian A. Keen, marketing manager for ASICS BV, said:
“ASICS appreciates the influence of bloggers and blogging.
Our products are discussed at length online and it’s imperative
that we engage with bloggers, listen to their feedback and
actively encourage honest opinions about our products. The
blog hunt is a bit of fun and reignites our “Left and Right”
campaign among an influential group of people.” “

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