Revolution: Asics Goes for 'Sneakerheads' in BlueberryFrog Push
Fast-Break Olly
Shoe maker Asics is relaunching one of its Onitsuka Tiger 'heritage brand' sneakers from the 1970s, the Fabre, in Europe with an integrated cross-media campaign that includes a viral advergame, Fast-Break Olly, a weird "Afro Octopus." Amsterdam-based buzz marketing agency BlueberryFrog is heading up the campaign, which runs in the UK, France, Italy, Germany and the Netherlands. The campaign includes coordinated PR, direct mail, product placement and online elements, plus a "Highest Hoop" world record attempt. The Highest Hoop event, to be held in London, will challenge basketball players to score a record-breaking eight-metre tall basket, while wearing the Fabre shoes (which is pretty much the concept of the online game). The Fabre shoe was noted in the '70s for a sticky sole, which enabled fast-breaking moves. Remarkably, the shoe's inventor reported found inspiration for the design in an octopus salad.
