Beginning with the JYUNI White Collection, ASICS developed a new collection of athleisure-wear, marking the brand's first foray into lifestyle. To help ease into this new market, BOLD lead the PR and event strategy and successfully launched both the White and Black Collections. Press previews and pop-ups took place in Tokyo, Shanghai, London, Berlin, and New York City, with BOLD overseeing everything from event concept creation, to communication strategy and event production. 

‍