ASICS
KURABU_LONDON
DISCIPLINES
Production
Fabrication
Set Build
Activation
Graphic Design
THE_BRIEF
ASICS tasked us with creating a hub for runners and community to engage during London Marathon Week 2025. An activation build based on community and product showcase, whilst creating a hub for people to hang out and enjoy. Fabrication direction lied within a Japanese modern aesthetic with a London Twist.
Attendees benefited from insightful sessions on nutrition, recovery, and mental resilience, featuring industry experts and elite athletes. Community runs catered to various paces, fostering camaraderie among participants. Exclusive Collaborations were showcased including the debut of the brand new Kumadori race kit, and new release running trainers. Visitors enjoyed complimentary coffee, recovery zones, gait analysis designed to support both physical and mental well-being. Cheer zone sign writing allowed people to spread love en route
THE_RESPONSE
ASICS hosted its annual Kurabu pop-up at The Truman Brewery in East London during the 2025 London Marathon weekend, transforming 19 Hanbury Street into a vibrant hub for runners and the local community.
THE_RESULT
ASICS Kurabu 2025 successfully blended performance, wellness, and community spirit. People travelled from across the world to run the famous race and made time to drop in to connect, testing product and educating themselves.
LIKE_WHAT_YOU_SEE?
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