ASICS launch GEL-QUANTUM INFINITY with epic store party

ASICS transforms their flagship Sydney store into a nightclub for one night only.

The coolest kids from around the city attended to celebrate the launch of the revolutionary new GEL-QUANTUM INFINITY.

ASICS set out to educate these guests on the new product and its functions, as well as position the brand as high-end and technology, focused, all while throwing one amazing party.


The store underwent a makeover and elevated branding points which currently existed in the space.

There were 85 attendees made up of media, influencers and athletes, and each guest was treated to a custom fitting experience with attentive store staff. The hands-on approach saw each person educated on the product and fitted in fresh kicks for the party.


Entertainment was a focal point for the event, with DJ duo Kinder Sounds playing as ASICS ambassador Chris Cielo danced freestyle on the in-store treadmills.

Guests thoroughly enjoyed themselves and feedback following the night included multiple statements from attendees that ASICS throws the best parties.

Key media in attendance included Stellar, GQ, Man of Many, Sporteluxe, Now to Love and I Dig Your Sole Man.