Running to the Next Level

The ASICS Novablast 2 is a lightweight and responsive running shoe that delivers an extra springy feeling and energy on the track. The shoe takes running to new dimensions — both mentally and physically. These aspects were what Stadium and ASICS wanted to highlight in the campaign and illustrate in an innovative way.

For the campaign, we created Reels videos where dancers ran, jumped, and danced through the streets of Gothenburg, visualizing the shoe’s unique qualities both mentally and physically. To bring the experience even closer to consumers, we developed the Snapchat game Bounce Blast together with DVA. In the game, users could see the shoes on their feet and navigate through an augmented reality world, collect points, and ‘blast’ obstacles along the way. The game made running and the product experience interactive and fun for the target audience.

The campaign launched on social media, in stores, on the website, and via newsletters in August 2021 — and the results were immediate. After just two weeks, the Snapchat game had generated over 4.5 million views and engagement far beyond expectations, with more than 60,000 shares. The average playtime was a full 75 seconds, compared to a benchmark of 15–25 seconds, and in total, the equivalent of 1.2 years was spent interacting with the game. The 21–24 age group accounted for the most views and shares, confirming that the content hit the target perfectly. The results were also visible in sales — during the first two weeks of the campaign, 33% of Stadium’s ASICS products sold out.