TAPS NEW-YORK BASED ENTERTAINMENT MARKETING FIRM UG STRATEGIES
July 13, 2009 – New York, NY – ASICS® America has tapped New York-based entertainment lifestyle marketing & PR agency UG Strategies for a nationwide experiential marketing campaign touring the "World's Largest Lite-Brite" to major music festivals around the country throughout 2009. The unique campaign allows an up-close and personal introduction for music fans and trendsetters to check out the cutting-edge ASICS SportStyle collection, a featured style for artist collaborations.
Recent and upcoming stops include Rock The Bells Music Festival in Washington DC on July 12 and New York on July 19, and the 8th Annual Camp Bisco Music Festival in Mariaville, NY from July 16 – 18, with additional locations/dates to be announced. At each venue, the "World's Largest Lite-Brite," featuring a larger-than-life image of the GEL-Lyte® III shoe, will be on display for photo opportunities, with additional special giveaways from ASICS.
The construction of the ASICS Lite-Brite took six months in the making to complete, and in October, 2008, Guinness Book of World Records™ officially entered the massive piece of artwork into its records. The finished piece features over 300,000 original-size pegs and measures over 11 ft by 15 ft. Since the official unveiling at Splashlight Studios in New York, UG Strategies has collaborated with ASICS America to tour the modern pop-culture installation to major events across the nation, including stops at Voodoo Festival in New Orleans and Art Basel in Miami.
For more information about the "World's Largest Lite-Brite" and its national tour visit: asicsamerica.com/litebrite.
About ASICS® America:
ASICS® Corporation, with more than 50 years of footwear manufacturing experience, offers a full line of performance-driven athletic shoes and technical active sports apparel and accessories. For more information, please visit www.asics.com.
About UG Strategies:
Founded in 2003, UG STRATEGIES is an entertainment lifestyle marketing and PR firm based in New York City. The company creates custom marketing synergies to launch and support new music, clothing, electronics, movies, video games, beverages, and consumer lifestyle products. Brands and clients we have worked with include ASICS, JetBlue Airways, Universal Music Group, 20th Century FOX Broadcasting & Home Entertainment, Paramount Pictures, Live Nation, Heineken, Sony BMG Music, Radius Earphones, and other leading entertainment brands. For more information, visit: www.ugstrategies.com
For more information please contact: Deborah Park: deborah@ugstrategies.com
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