ASICS Running Expert Camp 2025
Client
ASICS
When
September 29-October 3, 2025
Where
Sierre-Zinal/Grimentz, Switzerland
Industry
Running and Outdoor equipment
Touchpoints
2 hotels · 3 restaurants · 1 gondola station · 1 tipi · 2 race start and finish areas
Audience
European media and retailers
Expertise
Branding design and adaptation · Production · Production follow-up · Logistics · On-site installation and dismantling · On site coordination
Scope
Branding · Brand scenography · Event coordination · Logistics
The brief
Support ASICS in the design, production and deployment of all visual and scenographic elements for the Running Expert Camp.
Objectives
Make the brand visible throughout the entire week, with a subtle presence in hospitality spaces and a stronger impact during the key sporting moments.
The concept
Bring ASICS codes together with the culture and identity of the Valais thanks to lightweight, versatile and mobile elements that could move quickly from one location to another and adapt to the different moments of the event.
A scenography designed not only for visual impact, but also for the operational realities of an event in the mountains.
Key Moments
A trail run from Sierre-Zinal to the Weisshorn area.
A team relay alongside ASICS athletes, following part of the iconic Sierre-Zinal course and finishing in the heart of the resort.
A product presentation surrounded by the peaks.
An immersion in local heritage with a visit to the Bourgeoisie d’Ayer.
Sensory Signature
Sound: The distinctive sound of the alphorn.
Taste: A discovery of Swiss and Valais specialities.
Sight : A product presentation at high altitude with 360° views over the Weisshorn and surrounding peaks.
Mastery
From initial design to final dismantling, Hold Up! managed the entire branding deployment: graphic adaptations in line with the ASICS visual identity, production follow-up, logistics, administrative authorizations, installation, on-site coordination and budget management.
Operational complexity
5 locations. 2 days of key activations. Multiple installations and dismantles every day.
The real challenge was therefore not simply to create the elements, but to consider from the very beginning how they would travel.
Size, weight, packaging and installation time: every detail mattered to enable a small team to transform several locations within the same day.
On-site team
Three people on site throughout the week.
Results
A consistent ASICS identity from the first welcome to the final sporting moment, without ever compromising the character of the locations hosting the event.
A result true to the “camp” spirit envisioned by ASICS: sporting, human and collective.
