Freedom Pilates x ASICS

I led the strategic partnership and campaign between Freedom Pilates and ASICS NZ, owning the story, rollout plan, and production direction across paid, organic, creators, and CRM. The goal: kick-start New Year momentum commercially, while strengthening Freedom’s authority in Pilates and wellness, and giving ASICS meaningful presence inside this community.

*Our campaign videos were filmed by our external videographer, with me editing and creating the story in-house.

Hero video - the story in 30 seconds

This video carried the campaign narrative: the “reset” feeling of New Year, small habits adding up, and moving well - whatever that looks like for you. We kept it human and community-first (not glossy fitness-ad energy), so it felt like Freedom, not a promo. It ran across organic and paid social, then became the anchor asset we cut into phase-based edits and placements throughout the campaign.

“It’s a work of art.” - Moochstyle

The process

1 - The opportunity

Freedom Pilates wanted to build credibility and awareness in a crowded wellness market, while driving a strong New Year commercial outcome (target: 1.3× BAU). The brief needed to capture seasonal intent without slipping into generic “New Year, new you” messaging.

2 - The strategy

A full-funnel plan paired a strong offer with a story around resolutions, habit stacking, and moving well. Paid, organic, creators, and CRM worked together to move audiences from inspiration and education through to conversion.

3 – The partnership

I identified ASICS NZ as the strategic partner, with collaboration structured around a clear value exchange across content, media, and activation. Partnership planning aligned commercial goals while strengthening Freedom’s positioning in fitness and wellness.

4 – The execution

End-to-end rollout was managed across creative production, channel planning, creator activity, and CRM, with phased releases, creative testing, and optimisation throughout.

The Creative Expression

Creative centred on a real community tension: ‘Will I do Pilates enough?’

The campaign needed to answer and reframe movement as complementary, not competing - Pilates, running, walking, hiking all count, and you don’t have to choose one lane to be consistent.

We also built the creative around the journey from darkness into light at dawn, the dawn of a new year, and the campaign mirrored the mindset shift of entering a new year and opportunity to make and sustain change.

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Dawn (tease the offer)
Early drop to warm audiences: simple, high-contrast sale graphics that prime the “Reset” message and point to the date/what’s coming.

Sunrise (launch the offer)
Main sale launch assets: strongest headline + offer terms up front, with the campaign line supporting it. Built for clarity at scroll-speed across paid + organic.

Sun risen (sustain + last chance)
Performance phase: refreshed offer graphics (new hooks, urgency, reminder of best-sellers) to keep frequency high without creative fatigue.