3 days ago
ASICS GEL-RESOLUTION powers the perfect padel match
What began as 'the summer of padel' has quickly evolved into a lifestyle movement embraced by many. Recognising this cultural shift, ASICS views padel as more than just a sport – it embodies the brand's core philosophy of movement, connection, and well-being.
To celebrate the sport's vibrant, community-driven spirit, ASICS and Apparel Group partnered with Matcha Club to transform its courts into an activation space, where padel and performance came together as the perfect match.
Tailored for the region, the campaign tapped into Dubai's rapidly growing padel scene and its fitness-savvy community. Set within a natural and refined environment, the court delivered an experience that felt both elevated and authentic. It also served as a launch platform for the GEL-RESOLUTION X PADEL shoes, reinforcing ASICS' commitment to performance, innovation, and supporting athletes with specialised footwear.
The activation was brought to life through a collaborative effort between ASICS, Apparel Group's marketing teams, and creative agency Humanagement.
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Game, set, style
The creative vision behind the campaign was inspired by ASICS' and Apparel Group core philosophy – 'Sound Mind, Sound Body'.
Scarlet Ghannoum, Marketing Manager GCC ASICS & ACO at Apparel Group, said, 'We wanted to create an immersive experience that reflected the energy of the game and the lifestyle of the Padel community. The key brand message was to position ASICS as a leader in the padel space, offering both high-performance products and community-driven experiences.'
The campaign aimed to achieve several strategic key goals, with a primary focus on promoting the GEL-RESOLUTION X PADEL shoes.
'By giving players the opportunity to experience the shoes in action, we highlighted their performance, comfort, and innovation. In addition to product promotion, the campaign also wanted to increase brand awareness by positioning ASICS as a leading brand in the growing padel community,' explained Ghannoum.
She added, 'We aimed to build customer loyalty by creating an engaging, community-driven event at Matcha Club while also generating content for digital platforms, collecting product feedback, and strengthening relationships with local influencers and athletes.'
Ghannoum adds that the primary target audience included both committed padel players and newcomers interested in the sport. The goal was to energise the existing community while making padel approachable for those looking to get involved.
Serving up community
To maximise local relevance and reach, ASICs invited professional Padel coaches and popular UAE-based influencers from the sports and lifestyle space and opened the space to community members to help amplify the campaign across social media.
'The activation truly resonated with the audience by offering a hands-on, engaging experience that blended sport, lifestyle, and community. Professional padel coaches led energetic sessions that brought the sport to life in a fun, approachable way for all levels,' says Ghannoum. 'The event aimed to reflect Dubai's appetite for high-energy, exclusive experiences and positioned ASICS as both performance-driven and culturally in tune with the region.'
She adds, 'They played in ASICS PADEL shoes, experiencing the product's performance in action. Good energy, good food, and great music came together to create a vibrant atmosphere that perfectly complemented the audience's love for sport and wellness.'
The presence of UAE-based influencers boosted reach, while the content-friendly setup encouraged organic social sharing across social platforms, helping extend the impact beyond the event.
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The perfect match with ASICS and Apparel Group
The influencer selection was a strategic process designed to align with ASICS' Apparel Group's brand values, campaign goals, and target audience. The team focused on individuals who genuinely reflect the brand's commitment to performance, innovation and a healthy lifestyle.
Priority was given to influencers active in the sports, fitness, and padel communities, with a particular emphasis on athletes, coaches, and enthusiasts who hold credibility within the padel scene, ensuring authentic engagement and meaningful impact.
Influencers and attendees had the opportunity to trial a wide range of ASICS padel shoes and full head-to-toe looks. They were encouraged to create content around the GEL-RESOLUTION X PADEL shoes, showcasing the footwear in action.
With live coverage across TikTok and Instagram during the event, and continued content shared afterward, the campaign generated strong traction across social platforms.
