Foot Locker Partners with ASICS to Launch New Apparel and Footwear Collection


 
 
03:11 08/16/2018

Foot Locker, Inc. FL , in partnership with ASICS America Corporation, announced yesterday that the launch of the "Welcome to the Dojo" pack, an exclusive apparel and footwear collection. Inspired by ASICS' Japanese heritage, the collection celebrates the story of two dojos - rising sun dojo, which inspires fear in the hearts of all who hear its name, and snake dojo, revered as a respected institution where many have started the arduous trial to become a samurai.

"At Foot Locker, Inc., we're dedicated to driving culture, individuality and sport style," said Andrew Gray, General Manager and Chief Merchandising Officer for Foot Locker North America. "By launching this exclusive collection and original series with ASICS, we're offering an immersive experience for customers across our family of brands, who can experience 'Welcome to the Dojo' through creative, engaging content and unique shopping touchpoints.”

The story behind the pack will be brought to life through a bespoke anime-inspired digital series featuring voiceover talent from notable personalities including Luka Sabbat, Princess Nokia and YFN Lucci. Created by BBDO and the illustration/animation studio Shotopop, the original series, "The Sun and The Snake," features five short animated episodes to support the official release of the ASICS "Welcome to the Dojo" Pack on Aug. 24. The collection will be available exclusively at Foot Locker, Inc. stores including Foot Locker, Footaction and Champs Sports.

Sneaker and anime fans alike can enjoy the series that features a samurai hero who enters the Dojo, a training space for martial arts. Before entering, he removes his ASICSTIGER™ GEL-LYTE® I sneakers, and emerges to discover that someone has stolen his shoes. He then sets off on a quest to reclaim his coveted sneakers.

"As the voice behind the character, 'Sneaker Samurai,' I'm able to combine two of my personal interests - style and anime," said Luka Sabbat, who served as a creative collaborator on the series. "I've always had an affinity for fashion and personal expression, and I think it's dope that Foot Locker and ASICS were able to bring those together in such a lit way for the launch of the 'Welcome to the Dojo' Pack.”

"The 'Welcome to the Dojo' Pack taps in to ASICS' Japanese heritage, which inspired the series and curated assortment of this collection," said Sarah Bishop, Vice President of Marketing ASICS America Corporation. "We're proud to partner with Foot Locker, Inc. to exclusively launch this collection that touts bold colorways, comfort and style.”

The first episode will debut on Aug. 21, and each episode will be available on Foot Locker'sYouTube and Instagram channels. The episodes will also be shoppable, allowing viewers to purchase the featured "Welcome to the Dojo" footwear and apparel directly within the platforms.

Anima Sana In Corpore Sano, meaning "A Sound Mind in a Sound Body," is an old Latin phrase from which ASICS is derived and the fundamental platform on which the brand still stands. The company was founded more than 60 years ago by Kihachiro Onitsuka and is now a leading designer and manufacturer of performance athletic footwear, apparel and accessories.

Foot Locker, Inc. (NYSE:FL) FL  is a specialty athletic retailer that, as of Aug. 4, 2018, operated approximately 3,276 stores in 24 countries in North America, Europe, Australia, and New Zealand. Through its Foot Locker, Kids Foot Locker, Lady Foot Locker, Champs Sports, Footaction, Runners Point, Sidestep, and SIX:02 retail stores, as well as its direct-to-customer channels, including Eastbay.com, footlocker.com, and SIX02.com, the Company is a leading provider of athletic footwear and apparel.


This article has been provided by a Chasing Markets contributor. All content submitted by this author represent their personal opinions, and should be considered as such for entertainment purpose only. All opinions expressed are those of the writer, and may not necessarily represent fact, opinions, or bias of Chasing Markets.
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