For the 2024 Paris Olympics, we set out to spark a national movement for ASICS—encouraging Australians of all ages, sizes, and backgrounds to get moving, not just for physical health, but for mental wellbeing too.
The campaign was built on a deceptively simple insight: lacing up your shoes is a great leveller. Whether you're an elite Olympian or going for a slow jog around the block, that moment of tightening your laces is a shared act of self-commitment.
Lace Up Australia became the rallying cry—a unifying call to action for the nation to show support for our Aussie Olympians by moving alongside them.
Motivational mantras collected from athletes were woven through the campaign, turning personal rituals into public inspiration. Even woven into limited edition Green & Gold Olympics laces for purchase throughout the Games.
The campaign spanned TV, social, digital, print, OOH, PR and POS—helping transform everyday moments into national pride.
