Asics America named Live Nation sponsor

By

Jennifer Braun

Published
May 30, 2018

Japanese sports giant Asics is teaming up with Live Nation, the world’s largest live entertainment company, to be an exclusive footwear sponsor at select venues and festivals in the US and Canada.
 

The multiyear agreement will roll out into 2020 and includes on-site festival activations, influencer collaborations, digital content and online and retail promotions. 
 
“Our partnership with Live Nation allows our brand to introduce Asics to a new wave of creative and passionate individuals.” said Sarah Bishop, Vice President of Marketing, Asics America. 

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“Music is a new avenue for the brand, yet it is the most universal means of communication and authentically brings people together through movement. We are thrilled to embark on this journey to emotionally connect with and inspire a newer generation of consumers and drive home the mission of our brand.”
 
Asics will be an official sponsor at U.S. music festivals such as the Governors Ball, Bonnaroo, Hard Summer and Lollapalooza, as well as at three more festivals in Toronto, Canada.
 
In addition, the brand will also be the official sponsor at venues like the Hollywood Casino Ampitheatre in Chicago, Northwell Health at Jones Beach Theatre in Long island, and the PNC Bank Arts Center in Holmdel, New Jersey.
 
The partnership will commence this summer and will act as an extension of Asics’ I Move Me campaign, which launched last fall.