Mind Games: The Experiment

ASICS had scientific evidence that exercise sharpens cognitive performance, and had built the Mind Games documentary around it, but a launch risked being something creators and press would watch rather than feel. Sports brands usually sell physical performance, and ASICS wanted to prove a mental-performance benefit, a claim audiences would not take on faith from advertising alone, so the launch had to restage the experiment rather than simply present its findings.

Seed Marketing built a 24-hour immersive world across three London venues, timed to the global Prime Video release of the documentary on 19 January 2023. It opened with a 360-degree gallery-style screening at BAFTA using projection mapping, a curated lighting installation and in-room games, then moved into a live version of the experiment: a mental performance test at the ASICS flagship store, an exercise class in Hyde Park, and a retest. The before-and-after structure let attendees feel the cognitive shift for themselves instead of taking the brand's word for it.

Splitting the launch across three venues with distinct roles gave press and creators multiple angles inside one window, and inviting 105 influencers set the event up as a content engine rather than a closed industry screening. Seed reports over 200 international guests and 105 influencers across the three live events. No reach, coverage, engagement or business-effect figures have been published, the independent press confirms the ASICS campaign and documentary but does not mention Seed or the London event, so effectiveness beyond attendance cannot be assessed.