ASICS
ASICS x CCC - Locker Room
Rivalry. History. Glory
Dashing Group
With expertise in strategy & design, we reimagine brands and design breakthrough experiences to help businesses make meaningful connections with people, wherever they are.
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The 2025 British & Irish Lions Tour is a landmark moment, not just on the pitch, but in-store. For the first time ever, Canterbury (Lions) and Asics (Wallabies) go head-to-head inside Rebel’s Energy Zone: becoming a high-stakes arena of loyalty, pride and glory.
Our Approach
We transformed Rebel’s Energy Zones into a locker room-inspired battleground, tapping into rugby’s tribal intensity and fan loyalty. Split down the middle, the space came alive with 360° shoppable lockers, colour-blocked zones, hero mannequins and interactive moments. From selfie benches to custom kits, every detail is designed to fuel fandom and drive conversion.
The Result
By taking fans behind the scenes, we turned shopping into a show of allegiance. This activation sparked footfall, social sharing and sales by turning passion into action. A clear Red vs. Gold divide kept brands balanced and bold, pulling fans straight into the locker room, where the rivalry begins.
*Mannequins not provided by Dressed by Dashing*
What our clients say
Great team, personable service. No job is too big or too small, and is always delivered on time and to your brief. It's hard to find suppliers that really care and give everything 110% but these guys do. If they get it wrong, they will do what it takes to get it right, one of my preferred suppliers within Australia
Katrinas BurnsSheridan 
Great execution iFit and Dashing team - looks stunning and a great engagement piece for our Rebel customers!! What’s most pleasing for Rebel and iFit is conversion rate and sales productivity!!!
Gary WilliamsRebel Sport
Dashing have grown from being a print provider to an overall service provider. From 2 dimensional print to 3 dimensional display. Supporting with creative inception and solutions to production and installation. We enjoy the partnership and experience of the Dashing Team
Jason TyrrellCountry Road Group
We’ve worked with Dashing on a number of projects. They’ve really taken the time to understand the complexity of our retail footprint and needs as a business. They have an attentive approach and we’ve leaned on their skill on all angles from creative development, production, and bump in. Dashing never cease to amaze me, diving headfirst into bringing innovative ideas to the table and turning them into award winning in-store activations.
Crystal MelvanAustralia Post
Troy and the Dashing team are the perfect match for Luxottica. With our ever-changing Campaigns and fast paced environment, the team are always on hand and ready. Dashing for me has been the biggest support system and strength to our business. I recommend them to any retailer looking for small- or large-scale print, project management, design work and account management. The possibilities are always endless with Dashing
Nic SalernoLuxottica
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