- Unexpected Venues Drive Novelty: Hosting an afternoon tea on a tennis court immediately differentiated the event from standard influencer dinners, creating buzz and memorable imagery.
- Seamless Product Integration: Every element—from branded rackets to tennis-themed décor—reinforced the ASOS × Nike collection without overt sales pitches, making content creation feel natural.
- Diverse Talent Boosts Reach: Inviting a mix of plus-size, micro- and macro-influencers ensured broad audience appeal and authentic representation, amplifying campaign impact.
Creative theming and diverse talent combined to make this launch event truly unforgettable.
When ASOS and Nike joined forces to unveil their latest tennis-inspired fashion line, they didn’t settle for a typical showroom or studio. Instead, they transformed an outdoor court into a whimsical afternoon tea party—complete with pastel linens, branded rackets, and locker-room styling stations—turning a product launch into a full-blown influencer extravaganza.
The result? A week’s worth of social media chatter, hundreds of real-time posts, and an unmistakable surge in brand visibility that would make even seasoned marketers take note.
From Collaborative Concept to Courtside Reality
The collaboration between ASOS and Nike began months before the event, with both teams agreeing that the traditional runway or press drop wouldn’t cut through the noise. Their shared vision centered on authenticity and interactivity: invite a curated group of fashion and lifestyle creators, immerse them in the brand experience, and let organic content do the heavy lifting.
To bring this vision to life, the brands partnered with event agency Good Culture and hospitality team Nobody’s Café. The venue—a community tennis court nestled within a historic city park—offered an open-air canvas.
Rather than covering every inch in logos, the creative brief called for subtle nods to the brands.
Styling Elevated: Head-to-Toe Tennis Fashion
One of the gathering’s most striking elements was the emphasis on full “tennis fit” styling.
Ahead of the event, ASOS stylists worked closely with Nike’s product team to select looks that showcased the new collection’s versatility—from pleated micro-skirts paired with retro-inspired crop tops to breathable mesh polos and updated court sneakers.
Influencers received personalized styling packets with fit recommendations, ensuring every attendee arrived in Instagram-ready ensembles that doubled as walking product placements.
Diversity was equally paramount. The guest list spanned plus-size fashion voices, emerging micro-influencers with niche followings in sustainable style, and well-established lifestyle creators.
By reflecting a range of body types, skin tones, and aesthetic sensibilities, ASOS and Nike underscored their commitment to inclusivity, an increasingly vital consideration for younger audiences.
Lessons for Marketers: Elevating Your Influencer Gatherings
What can other brands learn from this courtside tea party?
- First, choosing an unexpected venue immediately piques interest. A tennis court isn’t just a backdrop—it becomes part of the storytelling.
- Second, weaving the product seamlessly into every touchpoint—from styling to props—ensures that every photo or video feels on-brand without resorting to heavy-handed promotion.
- Third, championing diversity and creative freedom lets influencers produce authentic content that resonates with their audiences, not just yours.
By blending experiential marketing with internet-breaking collaborations, ASOS and Nike created a launch event that was as memorable as it was measurable.
