Novak Djokovic announced as ASIC’s global footwear partner

Footwear brand ASICS has announced a partnership with Novak Djokovic making the tennis star the brands global footwear partner.

The announcement:


January 11, 2018: Ahead of the Australian Open, ASICS have today announced a partnership with Novak Djokovic, winner of 12 Grand Slam singles titles.

The partnership forms part of the brand’s global I Move Me campaign which has seen ASICS present a contemporary expression of the brand’s founding philosophy – ‘sound mind in a sound body’ – to focus on participation, as well as performance.

Djokovic will be the brand’s Global Footwear Partner for performance and lifestyle footwear, and has consulted with the brand to create the all-new GEL-RESOLUTION NOVAK tennis shoe, also
unveiled today.

ASICS Chief Marketing Officer Paul Miles said the partnership and launch celebrated the principles of the I Move Me campaign, launched in 2017, which champions everyday active people leading a healthy, positive and balanced life.

“We’re thrilled to be working with Djokovic as part of our ongoing commitment to inspire people to move more on and off the court.

He’s an inspiration to the industry and fans across the globe, known for his stamina and strength, both physically and mentally. It’s fantastic to be partnering with someone that embodies the same values and beliefs that ASICS stands for every day.”

In support of the partnership, digital and in-store assets have been created to drive the I Move Me messaging and support sales of the GEL – RESOLUTION NOVAK shoe globally.

“The tennis category will be a future focus for ASICS, as we look to eventually achieve our vision of becoming the world’s number 1 tennis footwear brand” said Miles of the partnership.

Today’s launch event, created in partnership with Melbourne-based sister agencies Alt/Shift and Light Year Productions, with technology partner Exposure, utilised projection technology to bring Djokovic’s fast paced footwork to life.

An interactive projection showcase illuminated Djokovic’s speed across several footwork drills. Guests were encouraged to participate and saw their own footwork lit up alongside – or behind –
Djokovic’s pace.

This will be the second installation of the I Move Me campaign to activate in Australia, following the first local iteration in 2017 which highlighted the brand’s partnership with Cricket Australia.


  • Client: ASICS Oceania

  • General Manager Marketing: Sam Chew

  • Sports Marketing Manager: Peter Watkins

  • PR agency (Australia): Alt / Shift

  • PR agency (global): Edelman

  • Event production: Light Year Productions

  • Event technology development: Exposure


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