ASICS Virtual Innovation Lab

VR product launch and immersive showroom

ASICS Virtual Innovation Lab reimagined an international press launch as an immersive VR experience when physical attendance at the company’s Japan headquarters was not possible. Developed with Edelman and Solarflare, the project brought a product launch into a virtual recreation inspired by the ASICS Institute of Sport in Kobe.

Built for Oculus Quest, the experience allowed journalists to explore the technical benefits of ASICS’ new footwear through interactive 3D content. Body tracking translated users’ movements into dynamic visual responses, helping communicate product features in a tactile, spatial format. More than 100 headsets were sourced and distributed across over a dozen countries, with the experience developed on an exceptionally fast three-week schedule.

ASICS launched the range to international press on 31 March 2020, with subsequent coverage from technology and consumer media and a 360° version released for wider audiences.

Orange ASICS METARACER running shoe floating inside a futuristic virtual showroom.
Three orange ASICS running shoes displayed above a circular virtual platform.
Turquoise light trails and a glowing polygonal portal inside the ASICS virtual environment.
Blue digital runner above a hurdle inside the ASICS Virtual Innovation Lab.
Curved white and turquoise motion trails surrounding a platform in the ASICS virtual showroom.
ASICS logo on a suspended blue panel inside a silver virtual showroom.