The commencement of the French Open, also known as Roland Garros, on May 26 has created buzz and excitement not just throughout the tennis world, but among various brands leveraging the event for heightened visibility and engagement. This dynamic atmosphere allows brands to effectively connect with a diverse, global audience to promote their own values, initiatives and of course, products.
Asics made a significant impact on the streets of Paris by transforming the iconic Place de la République into a pop-up tennis court. This activation, “Rally for the Mind”, held on May 23, was a key initiative in Asics’ ongoing commitment to the city through a two-year partnership announced last November. This collaboration aims to enhance health, wellness, and physical activity among Parisians in the lead-up to this year’s Olympic and Paralympic Games.
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The event showcased Asics’ dedication to promoting an active lifestyle by constructing a temporary tennis court right in the heart of Paris. As mental health issues become more prevalent, brands have a unique opportunity and responsibility to make a positive impact. Asics’ encouraged everyone and anyone to pick up a racquet and experience the joy of tennis, emphasising its philosophy that sport and exercise benefit both body and mind.
The event had several Asics brand ambassadors from the professional tennis circuit present. Players such as Ons Jabeur, who recently partnered with Asics to wear their shoes and apparel whilst playing, shared their enthusiasm for the brand’s mission. Jabeur, alongside fellow pros Alex de Minaur, Caroline Dolehide, Harriet Dart, Borna Coric, Corentin Moutet, and Diane Parry, interacted with attendees, offering them a unique opportunity to play, receive autographs, and capture any pictures and moments.
This was also the perfect opportunity to showcase their new designs and technology of their products. Especially in the presence of big-name players who wear their apparel and footwear on match days. These athletes, performing at peak levels while donning Asics apparel, serve as living proof to the quality and effectiveness of the brand’s new offerings. This integration of product promotion with athlete endorsement at community events like “Rally for the Mind”, ensures that Asics captures the attention of tennis enthusiasts and potential customers worldwide, driving excitement and anticipation for their newest releases.
By bringing tennis directly to the people of Paris, Asics reinforced its message that an active lifestyle is accessible and beneficial to all, aligning perfectly with the city’s aspirations for the upcoming Olympic and Paralympic Games.
Images: Asics
