Crafting a premium, global campaign launch for ASICS

Japanese master of sport ASICS, asked us to create a striking global campaign to launch their new, premium sports-fashion range: ASICS JYUNI.


From Kenzo, to Issey Miyake and Comme de Garcons, Japan is a country that knows a thing or two about fashion. And with ASICS’ big ambitions to shift brand perception into unexplored spaces and reach new audiences, we needed to get under the skin of this pioneering culture and break the brand’s conventional rulebook.

The Result

Minimalist, zen-like and strikingly still. A bold and sophisticated first foray into the fashion category for the brand, and a global campaign that marked their debut with stylish authority. Activated all the way from through to the physical stores, our campaign amassed 30 million impressions.

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