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○ CHALLENGE
ASICS wanted to bring its SportStyle category to life in Australia, shifting perceptions from performance-only to lifestyle-led. The challenge: create a premium, culturally connected brand experience that resonated with new audiences while staying true to ASICS’ philosophy of Sound Mind, Sound Body.
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○ SOLUTION
New Moon concepted and delivered Flow State: two immersive, multi-sensory pop-ups across Sydney and Melbourne. Each was designed as a sanctuary for movement and mindfulness, part retail, part gallery, part cultural hub, celebrating ASICS’ design legacy through artful storytelling, mindful rituals, and exclusive product drops.
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○ RESULT
The pop-ups exceeded all KPIs, creating demand well beyond expectations and firmly positioning SportStyle as a credible lifestyle brand in Australia.
– Outperformed forecasted attendee rate by 190% of target
– 17MM earned media impressions
– 21M+ social reach across creators and influencers
– 1,100+ guest hours spent in the spaces (well above retail benchmarks)
– 700+ workshop waitlist with every session sold out
THE ACTIVATION
Each pop-up translated ASICS’ philosophy into lived experience, balancing calm and culture through spatial design, sensory storytelling, and curated programming. Guests explored zones dedicated to product discovery, craft, and heritage; attended sound baths, matcha rituals, and “Sound & Sneakers” evenings; and lingered far longer than a typical retail visit, reflecting genuine engagement and connection.
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○ THE DESIGN
Every detail worked to make SportStyle feel modern and mindful. Soft lighting, natural materials, and minimalist architecture created a sense of calm, while layered brand storytelling elevated ASICS’ design legacy. The builds mirrored creative renders with precision, bringing the brand’s Japanese-inspired aesthetic to life in a warm, accessible way.
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○ TWO CITIES, TWO AUDIENCES
Each city demanded a different approach. In Sydney, the activation took place within Chinatown Country Club, a hidden, elevated retail space that leaned into a sneakeasy-style concept. The environment felt exclusive yet welcoming, aligning with SportStyle’s calm, design-led identity. In contrast, Melbourne’s activation at No Vacancy Gallery was compact and highly visible, a public-facing space that tapped into the city’s creative café culture. The aesthetic was raw and architectural, requiring careful integration of set elements that could travel between cities for cost efficiency while still feeling tailored to the venue’s unique texture and scale. The result was two experiences that felt distinct yet cohesive, united by a shared creative language.
PROGRAMMING & COMMUNITY
From mindfulness sessions with Humming Puppy to café collaborations and live DJ events, programming was central to the experience. Workshops sold out within hours, attracting both sneaker enthusiasts and new audiences. This approach created meaningful cultural engagement, offering consumers an immersive entry point into a part of the brand rarely visible in its performance-driven stores, elevating ASICS from a product label to a lifestyle experience.
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○ TICKETING & GUEST MANAGEMENT
With multiple workshops and event formats across two cities, guest flow and data capture required precise coordination. A tailored ticketing system and RSVP strategy ensured balanced attendance across sessions, with staggered releases driving momentum and managing demand. Real-time tracking allowed the team to adjust capacities, issue waitlist openings, and send automated reminders, maximising turnout and maintaining a seamless guest experience from registration to arrival.
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○ PRODUCTION & LOGISTICS
Delivered end-to-end by New Moon, the activations were executed across two high-footfall urban venues with complex layouts and concurrent programming. Tight timelines, live service elements and overlapping audience groups were managed seamlessly, balancing technical delivery with a calm, premium guest experience.
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○ DATA & MEASUREMENT
A meticulous KPI framework was embedded into every stage of the program to quantify engagement and justify spend. Hourly footfall, dwell time, content creation, and retail conversion were all captured in real time, creating one of ASICS’ most detailed post-event datasets to date. This approach provided clear evidence of commercial return, linking cultural engagement directly to sales, awareness, and future market demand.
PRESS
The pop-ups captured attention across fashion, lifestyle and sneaker media, with coverage in Vogue, GQ, Frankie and Sneaker Freaker. On social, influencer content positioning the pop-up as a culturally relevant destination, amplifying ASICS’ visibility far beyond the event footprint.