Foot Locker and ASICS announced a partnership to launch its “Welcome to the Dojo” apparel and footwear collection, which taps into the sportswear brand’s Japanese roots. The brand tells the “story” behind the collection through a campaign featuring a digital anime series, engaging viewers through content and giving them a chance to purchase the pack directly.
The five-episode anime-inspired series of short videos—collectively titled The Sun and The Snake—will premiere on Foot Locker’s YouTube and Instagram channels on August 21, three days ahead of “Welcome to the Dojo” pack launch. Each video will also be “shoppable,” meaning that viewers can purchase the apparel or footwear directly from the platforms in addition to Foot Locker, Footaction and Champs Sports stores.
The digital anime series follows the story of two competing dojos—martial arts training centers—and an aspiring samurai hero who has his ASICS shoes stolen while he is busy training. The “Sneaker Samurai” who embarks on a journey to recover his shoes is voiced by fashion model and entrepreneur Luka Sabbat, with additional supporting characters played by rappers Princess Nokia and YFN Lucci.
In a statement, Foot Locker general manager and chief merchandising officer Andrew Gray said, “At Foot Locker, we’re dedicated to driving culture, individuality and sport style. By launching this exclusive collection and original series with ASICS, we’re offering an immersive experience for customers across our family of brands, who can experience ‘Welcome to the Dojo’ through creative, engaging content and unique shopping touchpoints.”
In addition to the exclusive deal with ASICS, Foot Locker is also partnering with other lifestyle brands to create unique shopping experiences. In August, it hosted a “Rewind to the 90s” pop-up shop featuring New Balance products, which gave Los Angeles shoppers a chance to jump back to the pre-internet era.