Asics x Canterbury
Locker Room Rivalry
Agency / Dashing Group
/ Creative Strategy
/ Experience Design & Art Direction
Challenge
Transforming Rebel Sport into a high-stakes arena of loyalty, pride and glory for the 2025 British and Irish Lions Tour.
Delivery
/ Creative Strategy
Tribal intensity and fierce loyalty unite rugby fans worldwide. Tapping directly into this insight, I managed the dual brand presence of opposing teams by conceptualising a locker room inspired battleground.
This split the retail zone straight down the middle, ensuring equal weight and bold visual distinction between the rival teams.
/ Experience Design & Art Direction
I designed every touchpoint to fuel fandom and drive immediate conversion. The floor came alive with fully shoppable 360-degree lockers and stark team colour-blocked sections.
To transform the retail footprint into a shared experience, I integrated interactive selfie benches that celebrated team history and pride.
By taking fans behind the scenes, the final delivery successfully turned a functional retail visit into a powerful show of allegiance.
The stark red versus gold divide kept both rival brands beautifully balanced, pulling fans straight into a locker room environment where the rivalry truly begins.
This highly experiential activation generated massive footfall and significant retail sales, perfectly converting pure sporting passion into immediate purchasing action.
Impact
