Our goal for this campaign was to reintroduce ASICS as movement – self-expression that brought together culture and sport but elevated the individual. We succeeded by positioning ASICS as a platform to inspire movement by partnering with inspirational and passionate movers like Steve Aoki, Kinjas, Overthrow, Cobra Fitness Club, and elevated individual stories of movement. I'm particularly proud of this project because we didn't approach this project as an ad campaign. We believed in our brand ambassadors the the stories of the real people we featured and the result helped ASICS stand out in a very crowded segment.
Executive Creative Director: Concept/Creative Direction