Asics Global Tennis Summit
ASICS wanted to successfully transform a product launch into an exclusive, high-impact brand experience, reinforcing its leadership in the tennis category.
THE CHALLENGE
ASICS sought to create a “money-can’t-buy” brand experience to launch its 2025 tennis category, reinforcing its position as a leader in performance footwear and apparel..
"PM Events took the global tennis summit to a whole new level—flawless execution, innovative experiences and a deep understanding of the brand"
Zak Kazjmarek Director
@chisel
OUR APPROACH
Creative Concepting – Developing a unique, engaging brand experience that reflected ASICS’ values and product innovation.
Logistics - Manage tour party of 225 people from their front door to ours - Seven days in country and attendees from 44 countries.
Experience and activities included:
A high-energy reveal of the 2025 ASICS tennis range with live product demonstrations at the original home of the Australian Open, Kooyong Lawn Tennis Club.
Exclusive access to ASICS-sponsored athletes, including Novak Djokovic, Alex De Minaur, Taylor Fritz, Jasmine Paolini and Belinda Bencic.
Immersive brand storytelling through the delivery of the ASICS lounge at the Park Hyatt Melbourne.
Premium hospitality at Stokehouse and Lucas Group, creating an unforgettable guest experience that aligned with the “money-can’t-buy” concept.
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The result
A post-event survey revealed an impressive attendee satisfaction rating of 9.6/10.
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