Challenge

Position ASICS SportStyle credibly within youth and street culture at one of the region’s most culturally scrutinised platforms, while converting festival presence into earned visibility across high-fit media and creators within a two-week timeline.

 

Approach

hrmny led a PR-first programme spanning communications, media relations, influencer seeding, guest curation, and on-ground coordination. Deliverables included 5 PR content assets, 3 media Q&As, 4+ outreach templates, and end-to-end gifting and seeding management. Beyond scope, hrmny proactively expanded the seeding programme without changing the commercial framework - increasing visibility across both the event and social conversation. hrmny also managed the exclusive after-party guest list featuring Juls.

 

Execution & impact

• 35 influencers secured vs. 15 scoped

• 12 media secured vs. 8 scoped

• 47 total attendees

• 55 total clippings

• AVE: $178,750

• PR Value: $536,250

 

Outcome

ASICS SportStyle earned both presence and relevance at Sole DXB. By building the communications infrastructure, curating the right guest ecosystem, and overdelivering on seeding, hrmny turned a festival moment into measurable earned performance and stronger cultural credibility. Attendance and coverage secured across Ahlan Live, Savoir Flair, What’s On Dubai, Time Out Dubai, Soigne Middle East, Campaign Middle East, MOJEH, BURO247, KHAMSA, FACT Dubai, GQ Middle East, and Complex MENA, among others.