亚瑟士「走！「亚」马路灵感市集」

2026年04月24日-2026年04月26日

上海 C·PARK

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项目传播

项目现场

2026年，亚瑟士（ASICS）联合青年潮流市集IP NEED! FLEA打造「走！「亚」马路灵感市集」，标志着这一拥有77年历史的日本专业运动品牌从硬核竞技领域向城市潮流生活方式的战略破圈。以"More Energy to Move Body and Mind"为精神内核，此次活动将行走文化与街头潮流熔铸为可体验的沉浸式场域。

空间设计层面，项目以"型走驿站"为品牌核心展示区，以标志性蓝白色调构建高辨识度打卡空间，于此首发HYPERSYNC潮流薄底鞋与GEL-CUMULUS 16全新配色；户外草坪转化为"能量运动场"，以橄榄球、Spikeball等轻运动降低参与门槛；NEED! FLEA复古二手市集集结25城超100位摊主，以古着、独立设计、有机美食构建青年文化生态；DIY手工局则提供鞋款装饰与创意改造，将产品体验升华为个性化创作。制作层面，日夜双模式设计——白昼市集运动与夜间地下音乐派对无缝切换——精准捕捉Z世代全天候的社交需求。

此次市集不仅是新品发布的场景延伸，更是亚瑟士对"舒适行走"产品哲学的场景化表达，为专业运动品牌如何通过潮流市集IP切入非运动圈层、实现从功能消费到文化认同的转化，提供了极具活力的跨界范本。

In 2026, ASICS partnered with youth culture market IP NEED! FLEA to launch the "Walk! ASICS Road Inspiration Market," marking a strategic pivot for the 77-year-old Japanese performance brand from硬核athletics into urban trendy lifestyles. Anchored on the ethos "More Energy to Move Body and Mind," the activation fused walking culture with street trends into an immersive experiential realm.

Spatially, the "Style Walk Station" served as the brand core, constructed in signature blue-and-white tones for high-identifiability check-ins, debuting the HYPERSYNC trendy thin-sole shoe and GEL-CUMULUS 16 new colorways. The outdoor lawn transformed into an "Energy Sports Field" with light sports like橄榄球and Spikeball lowering participation barriers. The NEED! FLEA vintage market gathered 100+ vendors from 25 cities, building a youth culture ecosystem through vintage, independent design, and organic food. The DIY workshop elevated product trials into personalized creation through shoe customization. Execution-wise, the day-night dual mode—daytime market sports transitioning seamlessly to nighttime underground music parties—precisely captured Gen Z's around-the-clock social needs.

Beyond a product launch extension, this market represented ASICS's scenarized expression of its "comfortable walking" philosophy, offering a vibrant cross-sector benchmark for how performance sportswear brands can penetrate non-athletic demographics through trendy market IPs, achieving transformation from functional consumption to cultural identity.

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