2020 was a weird year for everyone but ASICS didn’t want it to affect the Los Angeles marathon, which is widely regarded in running circles as the most diverse run in the country. They have been the lead sponsor since 2020 and the marathon keeps getting bigger and bigger, and in turn, so does the opening weekend. Taking over the entire main entrance of Dodgers stadium, ASICS focuses on the athletes themselves; with all their names on banners around the event, lots of social moment areas, a station where spectators can make signs, live music, try-on areas, an entire vendor lot with 80+ local and national brands, and so much more. The entire project lifecycle was handled in-house to create a memorable experience for all those involved.