We turned to the most influential amongst our target, handpicking and engaging the world’s coolest street-style bloggers in the hope that they would become ASICS’ brand advocates. If they could be convinced to promote the ASICS SportStyle message to their readers, their credibility would have a far higher impact than any brand communication.Using rapid prototyping, we created 10 iconic objects from the ‘80s, including a DeLorean car and Rubik’s Cube. Separated into Left and Right halves, they were randomly paired, cast into a breakable cage with a personalised message, and sent to the bloggers as promotional items.

Pre-season orders rose 18% (13% above target) and, in addition to blog coverage, Twitter and Facebook engaged over 200,000 people.In an unexpected but welcome twist, one blogger persuaded the others to exchange their pieces for limited-edition SportStyle sneakers. He reunited Left and Right halves, displaying the completed models at Bread & Butter, Europe's biggest fashion fair (attendance 90,000), generating free exposure worth millions.The bloggers continue to promote ASICS daily across the world's coolest blogs.From a campaign costing just €8,000, we created self-generating coverage and long-term advocacy from these important influencers.