Green Room Design were tasked to create a stand-out retail concept that would bring the ASICS scientific approach to the development of MetaRun to life. This behind the scenes guide to the development of the campaign reveals the thinking that went into the campaign activation, the customer journey mapping and insight into how the campaign assets were created. For more information about the case study please visit: https://goo.gl/yTo0EM https://www.youtube.com/watch?v=emxop7Nj1Og

1. T H E M A K I N G O F M E TA R U N R E TA I L

2. SHATTERING THE LIMITS
OF THE LONG DISTANCE RUN.
Engineered in the Institute of Sport
Science in Kobe, Japan, with no cost or
time restraints, MetaRun doesn’t just push
the limits of performance, it shatters them.
Every detail is mastered for performance
to create the next generation in long
distance running.
P E R F O R M A N C E M A S T E R E D

3. Groundbreaking
creative for a
groundbreaking
new running shoe
Three years ago, scientists at the ASICS Institute
of Sport Science set out on a mission with a clear
objective: make the best ASICS long-distance
running shoe possible. It is packed with four
patents and five new technologies; and limited
to 60,000 pairs worldwide. The test lab context
provided the inspiration for the campaign creative
which appeals especially to the Skilled Experts
and Early Adopters.

4. To translate the MetaRun story in
the most appropriate and effective
way, the full customer experience
was analysed and strategically
mapped out. The product story,
product features and benefits were
all considered through the customer
experience in a way that maximises
awareness and conversion.
Taking the story
to the stores

5. The concept of ‘A Journey through the Lab’ links together
the story and all the touch-points throughout the store.
Customers start their journey with witnessing shoe being
put through its paces in the Test Area, and progress through
to be presented with the reports and results of the performance
tests of the shoe. All executed in a clean, premium, progressive
design language.
Observation windowResults panels
Design language
Retail concept
A Journey through the lab
Test area

6. Design
concepts

7. Linking to the campaign creative
but having a life all of its own,
the moving robotic arm
MetaRun hero retail feature
captures attention as well as
the imagination.
The Robotic arm.
Stopping traffic
and giving
customers
something to
remember

8. A premium
and engaging
customer
experience
All touch-points through the customer
journey all needed to strategically work
hard together to draw customer through
the store to the product.
Through Attract, Engage, Convert
principles, the Meta story gradually
unfolds from that of highly visual retail
theatre, through exposing the product
story and USP’s.

9. Bespoke assets
for retail storytelling
The key retail asset was required to communicate the
unique technology and USP’s in the shoe. With the help
of a radiographer, we shot and modelled a 3D X-Ray
shoe that communicated all the details and features in one
striking hero visual that links directly to the concept.

10. Attract

11. Engage

12. Convert

14. Staff engagement tool

15. Contact details
Prinsengracht 463-HS, 1016HP, Amsterdam, The Netherlands T: +31 (0)20 221 6521
Fort Dunlop, Birmingham, B24 9FD UK T: +44 (0)121 200 2828
81 Rivington St, Shoreditch, London, EC2A 3AY UK T: +44 (0)203 367 1899
www.greenroomdesign.com