In March 2024, ASICS Australia renewed its partnership with the Australian Olympic Committee (AOC). The global sportswear brand had the honour of being the official partner for the creation of the Australian Olympic Team uniforms for the Paris 2024 Olympics.
After numerous successful campaigns with ASICS, Agent99 was engaged to organise and host the event to reveal the 2024 Australian Olympic team uniforms, ensure ASICS received logo visibility across national media channels, and achieve exposure in a significant number of mainstream media outlets through the launch campaign.
The event needed to be in a location that would be recognised globally and capture the outdoor essence of Australia, while tying into the Indigenous theme running through the apparel.
With a key feature of the uniform being designs by First Nations artists, Agent99 knew the importance of an Indigenous significant and iconic Australian location for the event, selecting Yurong Point (Mrs Macquarie’s Chair).
To ensure a high-impact and well-executed event within Australian Olympic Committee (AOC) and ASICS guidelines, Agent99 managed all event permits, supplier relations, and day-of logistics.
The primary goal was to secure national media coverage. Agent99 utilised their extensive media contacts for the launch and prepared a press release incorporating ASICS and AOC messaging, shared under embargo.
On the day, managing top-tier media was crucial with over 15 Olympic athletes present. Agent99 prepared media briefing documents, assigned team members to athletes for 1:1 interviews to maintain consistent messaging.
Within 24 hours of the launch event Agent99 generated 700+ pieces of editorial content across mainstream outlets such as Channel 7, Today Show, ABC, The Canberra Times, The Australian, The Guardian, Daily Mail and Sydney Morning Herald. The combined reach secured was 54+ million, close to tripling the KPIs set for the campaign.
100% of articles included ASICS key messaging, with 97% having a positive sentiment.
Additionally, post-analysis of coverage revealed that keywords like “uniform” “athlete” and “indigenous artist” were leading phrases in the articles and in-line with the key messages the brand wanted promoted.
