ASICS and Novak Djokovic collaborate on bespoke shoe ahead of Australian Open
The true sport performance brand has welcomed world number one tennis player, Novak Djokovic, at the ASICS Melbourne flagship store to celebrate the launch of the Court FF Novak.
The tennis shoe, a collaboration between ASICS and Djokovic, reveals a new design which has been developed to be supportive and agile as the athlete moves around the court. Djokovic will wear the Court FF Novak at the Australian Open which commences in Melbourne next week.
The tennis star, who has won 14 Grand Slam titles, requires a shoe which accentuates his extraordinary flexibility and can support his sudden changes of direction and rapid playing style.
Djokovic’s appearance consisted of a Q&A, press conference and a meet-and-greet with 20 lucky fans.
He said,
I’ve been collaborating with the ASICS Global Product Team to develop footwear which suits my style of play. Teamwork has been important and ASICS’ philosophy of technology and performance has seen us design a shoe which provides the best of both speed and stability.
ASICS tasked Lampoon Group with event management and publicity strategy.
Channel 7, Perform Group, The Age, ESPN, GQ and Tennis Australia were all in attendance.
Following the conference, 31 articles ran, achieving a reach of 52 million and media value of $630K.