ASICS picks K-pop band KARD as brand ambassador

Sports wear brand ASICS has named K-pop group KARD as its new brand ambassador in Southeast Asia and commenced a promotional effort for its GEL-BND sneaker collection. It released contests offering fans an all-expenses paid trip to Bangkok, Thailand to see KARD perform.

According to a press release, KARD will represent the brand in its comeback campaign for GEL-BND sneakers. Their latest single "Bomb Bomb" released on 27 March will kick off the collection launch, with the song being used in its first campaign video. Through the move, ASICS aims to encourage fans to purchase the sneakers and "master the art of being effortlessly cool" like KARD.

Last week, ASICS also launched the #GELBNDChallenge on Tik Tok. From 12 August until the end of the month, fans can enter a 15-second dance challenge on the TikTok app, by following a few simple dance moves and hashtagging #GELBNDChallenge. Three winners will be selected to join KARD in Bangkok in September. In tandem with the marketing efforts, it also released KARDxGEL-BND GIPHY stickers on Instagram Stories.

GEL-BND sneakers was first introduced in April in limited quantities. ASICS  has now brought back the shoe silhouette in seven new original colourways, of which two are exclusively available only at JD Sports. This adds up to a total of 11 colourways available for the relaunch of the GEL-BND.

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