This week, Nic Hill and Albane Prioux are joined by Joe Pace, VP of ASICS Ventures, to unpack how the legacy fitness brand is building an entirely new virtual sport, from scratch. DISC is now live on MetaQuest, and it's not a one-off campaign, it’s a long-term strategy rooted in movement, community, and real brand equity.We explore what it means to build a branded game with long-term goals: not just awareness, but community, revenue, and cultural credibility. Joe shares how ASICS involved real players in development from day one through Discord, why DISC fills a gap in the fitness-meets-gaming market, and how the brand aligned innovation with brand authenticity every step of the way.Plus, we break down the latest moves from YouTube’s AI content crackdown, Meta’s investment in Luxottica, the rise of streamer-led brand identities, and the launch of GodMode, a cosmetic brand targeting female gamers.And for our Real-Time Review, Nic jumps into the ASICS DISC game to battle renowned capture artist Keric Warton in a live VR face-off. What starts as a friendly match quickly turns into a full-on showdown, highlighting just how competitive and physically demanding this new eSport really is. With Nic out for redemption and Keric bringing pro-level precision, it’s a firsthand look at DISC’s gameplay, intensity, and potential as a real sport in the immersive space.Episode 22 is now live.Try DISC on MetaQuest nowAnd hit follow on Brands in Play for weekly insightsFollow Joe - https://www.linkedin.com/in/josephpace/Follow Us:Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/Albane Prioux -   https://www.linkedin.com/in/albaneprioux/Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/#BrandsInPlay #MetaQuest #ASICS #Disc

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