New Balance X ASOS 9060 Locker Activation

OBJECTIVE

To celebrate the highly anticipated restock of the New Balance 9060 Overdyed Pink on ASOS, BAYY launched and produced a two day interactive activation across London and Manchester. At the centre of the experience were custom pink lockers, each secured with a lock and its own four-digit passcode. Clues to the winning code were teased across social media, with hints connected to the name of the trainer, encouraging audiences to follow along and take part.

Visitors were invited to try their luck by selecting a locker and entering a code for the chance to unlock a fresh pair of the sold-out trainers ahead of the re-release. Those who cracked the code walked away with the exclusive pair, while all other participants received an ASOS voucher, ensuring everyone left with something. The activation created excitement around the restock while driving footfall, social engagement and real-world interaction with the brand.