⚲ Palm Springs, CA

desert fiesta brunch

To promote the spring collection of apparel and footwear by the Japanese brand Onitsuka Tiger® and generate excitement among its target demographic.

challenge:

A runway show, concert, brunch experience, and pre-party for the iconic festival Coachella all rolled into one brand activation.

solution:

The idea of welcoming spring with an al fresco experience for the brand in sunny California seemed like the perfect fit. The ASICS lifestyle team alongside the George Root LTD PR agency identified the stylish concert-going crowd as directly aligned with the brand.

A trendy brunch runway experience with a desert mirage motif provided the ideal influencer desert oasis.

concept:

The event included a vibrant celebration of music, with Caroline Vreeland's performances filling the atmosphere with energy.

Influencer attendees added their own creative touch by generating UGC social media content, while an uplifting brunch event resolved the festival blues.