ASICS Fujitrail Camp: An activation campaign to consolidate community roots in trail running
In a highly competitive trail running market, ASICS has relied on an experiential, local approach to consolidate its roots in the community. The Fujitrail Camp, an event-based tour launched in 2025, aimed to reaffirm the brand's historical legitimacy by putting the product experience and human exchange back at the heart of its strategy. This initiative, recognized for its scope and on-the-ground approach, was nominated in the Communications Campaign of the Year category at the Trail Running Awards.
The challenge: Re-enchanting relationships and escaping saturation
ASICS, strengthened by a solid heritage but faced with dynamic competition, needed to consolidate its position in trail running. The strategic stakes were high: to assert a vision of nature running aligned with the "Sound Mind, Sound Body" philosophy, while capitalizing on the launch of key models (FUJI LITE 6, FUJI SPEED 4).
The Fujitrail Camp was the ideal instrument to accomplish this mission. The brand deliberately avoided the crowds of traditional activations in favor of intimacy and transmission, by associating itself with partner events deeply rooted in alpine identity (Aravis Trail, Pierra Menta Été, Méribel Trail).
Innovation: A tester-centred haven of serenity
The Fujitrail Camp approach was distinguished by its scenography and positioning.
An immersive environment
The ephemeral village was designed with a strong identity, far removed from sterile minimalism. The installation - a large teepee, natural wood furniture, an atmosphere borrowed from mountain bivouacs - created a sensory and convivial environment that resonated with the values of outdoor practice.
Proximity as a vector of credibility
The initiative has transcended mere commercial activation to become a genuine technical living space.
Each stage offered participants :
Testing in real-life conditions: the opportunity to try out the trail range in sessions supervised by experts, guaranteeing immediate, honest feedback on product performance.
The challenge of the UTMB: ASICS strategically chose to set up shop away from the hustle and bustle of the official village. This decision enabled us to create a haven of serenity, offering a full range of services (meeting areas, personalization workshops, podcast recording, Support Station), promoting authentic exchange.
The approach was designed to transform the consumer into a player in the discovery process, reinforcing the brand's technical legitimacy.
Impact and consolidation of community roots
Fujitrail Camp 2025 demonstrated the effectiveness of a communication strategy based on a qualitative experience.
Product engagement: The volume of product tests carried out was significant, resulting in a significant increase in the purchase intention declared by participants. This result is a strong indicator of the success of the test-and-feel strategy.
Perception and Visibility: The campaign received extensive media coverage, and the installation was widely hailed as a success by industry players, confirming the success of the authenticity gamble. The initiative was perceived as a successful activation and an effective rallying point for the community.
Human Capital: The event facilitated a direct and enriching dialogue between the elite athletes of the ASICS team and the passionate runners, enabling the brand ambassadors to strengthen a personal bond with the grassroots.
This approach, which put people and experience back at the heart of ASICS' communications to consolidate its link with the trail community, was recognized for its impact in the Communications Campaign of the Year category.
