DESCRIPTION
In 2018, PB collaborated with the sports brand ASICS to offer the young marathon lovers with an exclusively designed pack which carries their personal information and speaks free lifestyle.
TRAINING DAY by PB
Marathon Bib Cross-body Pack (original design)
As a brand looking to transform from a functional brand for athletes to an emotional brand for runners, ASICS found PB’s newly launched TRAINING DAY COLLECTION a perfect fit for its marathon thematic campaign.
ASICS invited us to create a limited edition for its always-on brand communication.
INSIGHT
In a marathon day, the number printed on the bib is a simplest identification of an individual runner through the 42.195km journey. It is the name tag that represents the athlete’s pride, power and determination to win.
Made of DuPont paper, the cross-body bib pack is specially designed for the runners, to wear their racing day honor everyday.
Wear my name, glow with pride.
EXECUTION
As an announcement of the campaign, a batch of tailor-made packs for ASICS sponsored professional pacers were distributed during 2018 Xi’an marathon, which sparks conversation among the marathon lovers.
Seeing increasing social media exposure and growing talkability among runners, ASICS launched the second phase of the campaign: customized pack for its social account followers. Hundreds of runners engaged with the brand and received personalized packs as Thanks Giving gifts. The initiative conveyed the brand message of ‘SOUND MIND, SOUND BODY’ and helped build brand affinity.
Following the success, ASICS decided to further cooperate with PB and use the pack as a long-term communication asset. In 2019, more runners will be expecting to receiving their dream packs.