Foot Locker and ASICS are all about celebrating culture, individuality and collaboration in their latest campaign. From film, art, design, music, food, and fashion, the two brands are highlighting the rich history of cultural exchange between the East and West. To bring this fusion to life in a unique way, Foot Locker, Inc. and ASICS will combine their respective influences to exclusively launch the ASICS “Welcome to the Dojo” pack through “The Sun and the Snake,” a bespoke anime-inspired series featuring Luka Sabbat, Princess Nokia and YFN Lucci.
“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 original anime-inspired series, created by BBDO and the illustration/animation studio Shotopop, will feature five short animated episodes to celebrate the official release of the ASICS “Welcome to the Dojo” Pack at Foot Locker on Friday, Aug. 24. The premise of “The Sun and the Snake” features a samurai hero who enters the Dojo, a training space for martial arts. Before he enters, he removes his ASICS GEL-Lyte I sneakers, and emerges from his training to discover that someone has stolen his shoes. He then sets off on a quest to reclaim his coveted sneakers. The series also touts voiceover talent from top creators and influencers. Model, actor and entrepreneur Luka Sabbat plays the lead character, “Sneaker Samurai,” and is joined by notable rappers Princess Nokia as “Kiku” and YFN Lucci as “Ghost Samurai.” The first episode will debut on August 21, and each episode will be available on Foot Locker’s YouTube and Instagram channels. The episodes will also be shoppable, allowing viewers to purchase the featured “Welcome to the Dojo” gear and footwear directly within the platforms.
The “Welcome to the Dojo” Pack: The ASICS “Welcome to the Dojo” pack, which includes apparel and footwear, will be available exclusively on August 24 from Foot Locker, Inc. retailers including Foot Locker, Footaction and Champs Sports.
For more information about the ASICS “Welcome to the Dojo” collection and “The Sun and The Snake” digital content series, visit footlocker.com/thesunandthesnake.
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