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Foot Locker and Asics launch exclusive collection

Sep 4, 2018 United States

Foot Locker x ASICS The Sun and The Snake

The two brands have gathered to announce 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. 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 the 24th of August. The collection will be available exclusively at Foot Locker, Inc. stores including Foot Locker, Footaction and Champs Sports

"At Foot Locker, Inc., we're dedicated to driving culture, individuality and sport style", commented Andrew Gray, General Manager and Chief Merchandising Officer for Foot Locker North America, adding: "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."

Sneaker and anime fans alike can enjoy the series that features a samurai hero who enters the Dojo, a training space for martial arts. The series trailer can be viewed on You Tube. The first episode has debuted on the 21st of August, 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" footwear and apparel directly within the platforms.

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


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