ASICS House

At the Milano Marathon, ASICS sought to strengthen its presence by deploying a global activation built around two complementary setups: the ASICS House and the ASICS Expo. In a context where the city lives to the rhythm of running for several days, the challenge was to create a coherent brand experience capable of reaching different audiences while showcasing ASICS products and universe. SPK supported ASICS in the conception and implementation of these two key moments. On one side, the ASICS House, conceived as an open living space at the heart of Milan — immersed runners and enthusiasts in the brand's ecosystem. Between conferences, sports sessions, exhibitions, and moments of sharing, this hybrid space was designed to foster closeness with the community and embed the brand durably within the event experience. On the other, the ASICS Expo took place at the heart of the marathon with a stand conceived as a direct point of contact with participants, combining product discovery, interactions, and community activation. The entire setup was conceived as a seamless engagement journey, integrating registration, activation, and reward mechanics to encourage participation and strengthen the bond with the brand, notably through the One ASICS programme. From space conception to on-site experience production, SPK orchestrated a comprehensive activation blending event management, brand experience, and on-ground engagement, in service of ASICS's visibility and presence at one of the highlights of the international running calendar.