Casio G-Shock 35th Anniversary Celebration - A Great Party!

When I received a media save-the-date for the Casio G-Shock 35th Anniversary Celebration, held earlier this month at the Theater at Madison Square Garden, I thought, "How did I get on this list?" This was quickly followed by, "I can't wait!" After all, not only do remember the first G-Shock ad (my senior year in high school) and my first Casio watch, but Eminem played the 30th Anniversary Party, and the likes of Kanye and Kesha have entertained at past brand events. I RSVPed.

Why G-Shock Watches Are Special

The G-Shock is a super-strong, virtually unbreakable watch. All of the watches are built to resist centrifugal forces, impact forces, water pressure, and vibration. They can withstand temperature extremes, and are used by much of the world's military, as well as pilots and athletes. In fact, we watched the Rangers' Mark Messier recreate that first G-Shock ad, shooting several watches into the goal net. All of them were still working! 

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New G-Shock Developments

At the Press Event, we were able to see examples of all of the G-Shock models for the past 35 years, plus displays of every new watch, including the women's sport S-series, the new Master of G series, and the designer collaborations with Pigalle and Eric Haze. There was an area where we could watch a live hammer test of the watch (which just kept working), and we saw the new prototype watch that is made from sapphire crystal.

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We heard presentations from Casio CEO Kazuo Kashio, G-Shock inventor Kikuo Ibe (who was wearing the $100,000 crystal watch prototype), artist Eric Haze, snowboarder Louie Vito, Kith founder Ronnie Fieg, Pigalle designer Stephane Ashpool, and several other guests. Did you know that Casio has shipped over 100,000,000 G-Shocks? That is totally worth celebrating!

The Party

Following the press event, tables were set up with popcorn and beverages, and Off White designer and all around creative genius Virgil Abloh took his spot at the DJ booth. He managed to blend old school R & B with new hip hop in a way that was seamless and totally danceable. He spins only at private events, so if you have the opportunity to see him, do it! I hope to see him again.

And then the night's special entertainment - A$AP Ferg and the entire A$AP Mob, with The Cozy Boys! We could not have asked for a better show.

And yes, there was a gift bag! A nice tote featuring Eric Haze's 35th anniversary logo, a thumb drive shaped like a G-Shock, a patch, a coffee table book of G-Shock history, and a gorgeously painted Japanese hand towel, designed by Three Demons Design, featuring the Statue of Liberty wearing a G-Shock.

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A Successful Event

This event was successful on so many levels. First, we learned a lot about the brand. We saw examples of every watch, received all of the technical specs, and were able to ask questions of all the Casio executives and engineers in attendance. Hubby actually wants to go to the store uptown and try some on, and G-Shock was not really in his radar before this event.

[An aside - I still know little to nothing about the Asics collaboration with Steve Aoki after the brand event last month. In fact, I have no idea what shoe I wore to jump on the trampoline. Just saying.]

Second, we heard a lot of personal stories about the brand from people who wear them in extreme conditions, which helped us see their place in the market. Third, it was an awesome and memorable party, with drinks, snacks, and truly A-list music. Plus the gift bag was thoughtful and special. It makes me feel all warm and fuzzy, and super-knowledgeable, about G-Shock. 

[Another aside - we left the Asics event with nothing tangible and no information. Nothing printed or on a thumb drive. Nothing was said at the event other than blanket statements that were already online. I am not sure that these brand "experiences" with no real direction or solid information are that effective, or whether they just add noise to a super- crowded marketplace.]

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My G-Shock S-Series Wish List

The S-Series (see above) is a nice nod to the upscale women's fitness market, but it could do so much more! Currently the main additions are a pedometer (step counter) with a reminder when you are inactive too long, and a stopwatch. Now, pedometers are everywhere. Every Fitbit, iWatch, and smart phone has a pedometer, and stand alone versions often show up free in cereal boxes. And while a stopwatch is somewhat useful, an interval timer would be even better.

So, just in case Kikuo Ibe or some Casio G-Shock executive decides to look at this post, here is my relatively short S-Series wish list:

  • Full fitness tracker capability, including heart rate. 
  • Impact resistance for kettlebells and such
  • Interval/Tabata timer
  • Ability to save data for tracking (wifi)

And thanks, Casio, for an awesome night and a great watch brand! 

Asics I Move Me Jump Room Event with Steve Aoki

Now that I am moving steadily towards my dream space of working solely from home and online, hubby and I have time to attend the fitness influencer and press events that I receive invitations to. Awesome venues, celebrity meet and greets, some lovely food and beverage service, and a chance to learn more about brands I love - what could be bad?

Why I Wear Asics

Let me start off by saying that I actually do wear Asics to run and workout in (I do high intensity interval runs - 20 seconds on/30 seconds off, and weight training). They are very supportive and not too flexible, which is exactly what my arthritic, injured feet need. In fact, in a very unscientific survey, I looked at the shoes of subway riders this weekend, and realized that almost every woman around my age (51) was wearing, yes, Asics.

After decades of marketing to athletes and runners, Asics is pushing to re-enter the younger, hipper US market. After opening bespoke stores in major markets, Asics has now teamed up with Grammy-nominated DJ and fitness fanatic, Steve Aoki, for the new I Move Me campaign.

"'ASICS stands for Anima Sana In Corpore Sano, a Sound Mind in a Sound Body and we are so excited to show the world a reimagined interpretation of that mantra,' says Gene McCarthy, President and CEO of ASICS Americas. I MOVE ME is more than a campaign. It is a movement representative of the evolution and growth of the ASICS brand. We are setting out to reframe our narrative, deepen relationships with our core consumers and connect with a new generation of fitness minded consumers.'"

Asics I Move Me Event at The Jump Room

I received an invitation to meet Steve Aoki, learn more about I Move Me, and experience the new Asics shoes at The Jump Room last Wednesday, 10/25/17. The Jump Room is a secret event space in the East Village that has, yes, trampolines and special cameras that take a .gif of you while jumping. Plus a DJ balcony, great sound and AV, and awesome lighting.

We had a great time! I met Steve, tried on the new Asics, which were so comfortable, and jumped on the trampolines! The crowd of press and influencers was very diverse, with all races, genders, and ages ranging from 20s-70s.

I am looking forward to seeing where this goes. I heard many teasers about what will be coming up, and what will be happening, but still am not quite sure where this is going in terms of products. I hope this is not just more marketing noise, but will culminate in a solid campaign. 

Here are some photos from the event:

 

 Entrance - by Lynda Lippin, 2017

Entrance - by Lynda Lippin, 2017

  Steve Aoki, Alicia Napoleon, and the KINJAZ, Kris Connor, Getty Images on behalf of ASICS

Steve Aoki, Alicia Napoleon, and the KINJAZ, Kris Connor, Getty Images on behalf of ASICS

 The pre-jump area, by Lynda Lippin 2017

The pre-jump area, by Lynda Lippin 2017

 Me and Steve Aoki

Me and Steve Aoki

MPG Sport Spring/Summer 2018 Preview

One big bonus of living in NYC is access to fashion previews and sample sales. As a fitness influencer (and I am not even sure what that means, but that the world views me in this way), I receive press invites to activewear line previews all the time, and am so happy that I accepted the invitation from MPG Sport!

MPG Rainbow Rain Jacket - S/S 2018

It being the newly named season of Hotumn here in the NE United States, where temperatures have yet to dip below 50F, the S/S preview seemed appropriate for right now. My very favorite piece is the Rainbow Rain Jacket.

 

Iridescent Is the New Black

Iridescence is everywhere. Look for solids that transform into iridescent material when stretched, solids with iridescent strips and accents (the tuxedo pants photo does not do that stripe justice!), And shimmery, ethereal tops and jackets.

 

 MPG mermaid pants - by Lynda Lippin, 2017

MPG mermaid pants - by Lynda Lippin, 2017

 Iridescent striped tuxedo pant - by Lynda Lippin 2017

Iridescent striped tuxedo pant - by Lynda Lippin 2017

MPG Mila Quilted Bomber Jacket

As a gift for showing up and covering the preview, BMG gave me what has turned out to be my go to fall jacket - the Mila Quilted Bomber Jacket in Plum. I love this jacket!

 

 BMG Mila Bomber - my favorite jacket for Fall!

BMG Mila Bomber - my favorite jacket for Fall!