ASICS isn't Dad's shoe company anymore.

In fact, the brand has taken their recent repositioning seriously, gaining big traction in the millennial market. As the Contract Creative Director at United Entertainment Group, an Edelman property, I was charged to seamlessly integrate the ASICS brand into Pitchfork's 21st Anniversary Concert. As the sole (no pun intended) presenting sponsor, alongside Virgin Mobile, we had a large concrete room with which to bring the brand to life. 

And that we did. 

Transforming the space from concrete and dust to gallery walls and mid-century mod vibes, we welcomed over 2,000 people into "THE VINYL CLUB." It was a spot to chill; a spot to look back on the 21 best records we curated alongside Pitchfork's ultra-talented music aficionado's; a spot to rub elbows with rising music stars and a spot to showcase ASICS dawning emergence in culture.

Live screen printing, photo stations, velvety lounge chairs and some of New York City's finest Vinyl DJ's spinning until 2AM accomplished our charge. We gained brand awareness, along with some serious disappointment when we had to call it a night. The party could have kept on going.

Almost forgot, check out Topaz Jones, thank me later.